The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
Este curso faz parte do Programa de cursos integrados Marketing digitalMarketing Digital
Digital Media and Marketing Principles
oferecido por
Programa de cursos integrados Marketing digitalMarketing DigitalUniversidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign
Informações sobre o curso
4.1
1,219 classificações
Habilidades que você terá
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
Programa - O que você aprenderá com este curso
Semana
1Course Overview and Principles and Concepts
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.
9 vídeos (total de (Total 53 mín.) min), 9 leituras, 2 testes
9 videos
1-1 Understanding Marketing as Communication5min
1-2 Marketing Communication Functions and Challenges5min
1-3 The Media and Mediums of Marketing Communication2min
1-4 Evolution of Marketing Media2min
1-5 Marketing Communication Using Traditional Media Channels2min
1-6 Advantages and Disadvantages of Mass Marketing Communication3min
Interview: Jan Slater - Chief Marketing Officer24min
Like this course? Learn more with the iMBA! (optional)1min
9 leituras
Syllabus10min
About the Discussion Forums10min
Glossary10min
Brand Descriptions10min
About the Rubric for Peer Assessment10min
Social Media10min
Getting to Know Your Classmates10min
Module 1 Overview10min
Module 1 Readings30min
2 exercícios práticos
Orientation Quiz10min
Module 1 Quiz20min
Semana
2The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
5 vídeos (total de (Total 47 mín.) min), 2 leituras, 2 testes
5 videos
2-2 The Impacts of Digital Media on Human Communication9min
2-3 Defining Features of Digital Media Technologies5min
2-4 The Impacts of Digital Media on Marketing Communication7min
Interview: The Trade Desk19min
2 leituras
Module 2 Overview10min
Module 2 Readings30min
1 exercício prático
Module 2 Quiz20min
Semana
3Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
4 vídeos (total de (Total 49 mín.) min), 2 leituras, 1 teste
4 videos
3-2 Overview of Search Marketing12min
3-3 Overview of Social Media Marketing13min
Michelle Stenger - Illinois Athletics16min
2 leituras
Module 3 Overview10min
Module 3 Readingss
1 exercício prático
Module 3 Quiz20min
Semana
4Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
7 vídeos (total de (Total 55 mín.) min), 2 leituras, 2 testes
7 videos
4-2 Content Marketing Part 27min
4-3 Mobile Marketing Part 110min
4-4 Mobile Marketing Part 215min
4-5 Out-of-Home (OOH) Marketing5min
4-6 Direct Marketing in the Digital Era3min
4-7 New Frontiers in Digital Marketing Communication5min
2 leituras
Module 4 Overview10min
Module 4 Readingss
1 exercício prático
Module 4 Quiz26min
42%
comecei uma nova carreira após concluir estes cursos
36%
consegui um benefício significativo de carreira com este curso
Melhores avaliações
por LM•Aug 30th 2015
Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment
por BM•Oct 23rd 2017
it was very very useful, a lot of important information. Hard exercises but awesome. the most course I enjoyed in this specialization. It's another world.You will really enjoy it a lot.
Instrutores
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
Comece a trabalhar rumo ao seu mestrado
Este curso é parte de uma graduação 100% on-line Master of Business Administration (iMBA) pela Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign.
Caso seja aceito para o programa completo, seus cursos contarão para sua graduação.
Sobre Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Sobre o Programa de cursos integrados Marketing digitalMarketing Digital
Master strategic marketing concepts and tools to address brand communication in a digital world.
This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services.
In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/
This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Qual é a política de reembolso?
Existe algum auxílio financeiro disponível?
Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.
O Coursera proporciona acesso universal à melhor educação do mundo fazendo parcerias com as melhores universidades e organizações para oferecer cursos on-line.
© 2019 Coursera Inc. Todos os direitos reservados.
