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.
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Spécialisation Marketing numériqueUniversité de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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Résultats de carrière des étudiants
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Cours 4 sur 7 dans le
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Approx. 20 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Compétences que vous acquerrez
Digital MarketingMarketing ChannelSocial MediaMobile MarketingIntegrated Marketing Communications
Résultats de carrière des étudiants
48%
ont commencé une nouvelle carrière après avoir terminé ce cours
33%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 4 sur 7 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 20 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Offert par
Université de l'Illinois à 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.
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis(e) au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
Programme du cours : ce que vous apprendrez dans ce cours
5 heures pour terminer
Course Overview and The Changing Landscape
In the orientation, 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. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.
5 heures pour terminer
10 vidéos (Total 67 min), 7 lectures, 7 quiz
10 vidéos
Course Introduction6 min
Marketing as Communication Part 17 min
Marketing as Communication Part 212 min
Media Revolution Part 110 min
Media Revolution Part 24 min
Understanding Marketing Media8 min
The Marketing Funnel7 min
Dual Product Model of Commercial Marketing Media5 min
Interview with Jan Slater: Rethinking Digital vs. Traditional Media3 min
Like this course? Learn more with the iMBA! (optional)1 min
7 lectures
Syllabus10 min
About the Discussion Forums10 min
About the Rubric for Peer Assessment10 min
Getting to Know Your Classmates10 min
Module 1 Overview10 min
Module 1 Readings30 min
About Jan Slater10 min
7 exercices pour s'entraîner
Orientation Quiz30 min
Module 1 Lesson 1 Practice Quiz10 min
Module 1 Lesson 2 Practice Quiz10 min
Module 1 Lesson 3 Practice Quiz10 min
Module 1 Standalone Topic 1 Practice Quiz10 min
Module 1 Standalone Topic 2 Practice Quiz10 min
Module 1 Quiz1 h
4 heures pour terminer
Key Processes and Core Strategies
In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication.
4 heures pour terminer
10 vidéos (Total 72 min), 2 lectures, 7 quiz
10 vidéos
Impacts of Digital Technologies on Information Dissemination10 min
Impacts of Digital Technologies on Persuasion Part 17 min
Impacts of Digital Technologies on Persuasion Part 26 min
Impact of Digital Technologies on Branding10 min
Content Marketing8 min
Context Marketing Strategy6 min
Interview with Jan Slater: What is a Brand?5 min
Interview with Jan Slater: Brand Messaging and Digital Consumers4 min
Interview with Jan Slater: Telling Brand Stories on Multiple Channels4 min
2 lectures
Module 2 Overview10 min
Module 2 Readings30 min
7 exercices pour s'entraîner
Module 2 Lesson 1 Practice quiz10 min
Module 2 Lesson 2 Practice Quiz10 min
Module 2 Lesson 3 Practice Quiz10 min
Module 2 Lesson 4 Lesson Quiz10 min
Module 2 Standalone Topic 1 Practice Quiz10 min
Module 2 Standalone Topic 2 Practice Quiz10 min
Module 2 Quiz1 h
5 heures pour terminer
Smart and Social Media Channels
In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics.
5 heures pour terminer
14 vidéos (Total 82 min), 3 lectures, 7 quiz
14 vidéos
Programmatic Advertising Part 15 min
Programmatic Advertising Part 26 min
Search Marketing10 min
Social Media Marketing Part 19 min
Social Media Marketing Part 27 min
Marketing Attribution6 min
Real Time Bidding5 min
Interview with Jeff Green: A Business Case for Open Market Programmatic Advertising3 min
Interview with David Pickles: The Nuts and Bolts of Programmatic Advertising1 min
Interview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing4 min
Interview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising2 min
Interview with Jeff Green and David Pickles: Privacy and Data Security2 min
Interview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing4 min
3 lectures
Module 3 Overview10 min
Module 3 Readings1 h
About the Domain Experts10 min
7 exercices pour s'entraîner
Module 3 Lesson 1 Practice Quiz10 min
Module 3 Lesson 2 Practice Quiz10 min
Module 3 Lesson 3 Practice Quiz10 min
Module 3 Lesson 4 Practice Quiz10 min
Module 3 Standalone Topic 1 Practice Quiz10 min
Module 3 Standalone Topic 2 Practice Quiz10 min
Module 3 Quiz1 h
6 heures pour terminer
Mobile Media and Beyond the Screens
In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
6 heures pour terminer
8 vidéos (Total 59 min), 3 lectures, 8 quiz
8 vidéos
Mobile Marketing Part 110 min
Mobile Marketing Part 25 min
Mobile Marketing Part 314 min
Beyond the Screens9 min
Location-based Marketing5 min
Conversational Marketing5 min
Interview with Jan Slater: Stay Ahead the Curve by Being Agile5 min
Gies Online Programs3 min
3 lectures
Module 4 Overview10 min
Module 4 Readings1 h
Congratulations!10 min
7 exercices pour s'entraîner
Module 4 Lesson 1 Practice Quiz10 min
Module 4 Lesson 2 Practice Quiz10 min
Module 4 Lesson 3 Practice Quiz10 min
Module 4 Lesson 4 Practice Quiz10 min
Module 4 Standalone Topic 1 Practice Quiz10 min
Module 4 Standalone Topic 2 Practice Quiz10 min
Module 4 Quiz1 h
Avis
Meilleurs avis pour DIGITAL MEDIA AND MARKETING PRINCIPLES
par SK1 sept. 2019
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
par LM29 août 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
par RJ25 févr. 2018
I had the feeling the lectures was at the beginning little messy, unstructured with a lot of information at once. Later on you get used to and find it quite informative and easy to follow.
par HI4 oct. 2020
The content was a bit too heavy. For professionals it is OK but for a Marketing guy this could be a bit of a challenge. Try to split it into two.. Why there are no Honours assignments?
À propos du Spécialisation Marketing numérique
Master strategic marketing concepts and tools to address brand communication in a digital world.
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