The Digital Revolution has led to a titanic shift in the landscape of marketing communications, 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.
Ce cours fait partie de la Spécialisation Marketing numérique
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Spécialisation Marketing numériqueUniversité de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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Cours 5 sur 7 dans le
Approx. 20 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Compétences que vous acquerrez
- Digital Marketing
- Marketing Channel
- Social Media
- Mobile Marketing
- Integrated Marketing Communications
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 5 sur 7 dans le
Approx. 20 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, 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 de 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
11 vidéos (Total 67 min), 8 lectures, 7 quiz
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
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
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), 4 lectures, 8 quiz
Avis
- 5 stars63,93 %
- 4 stars22,34 %
- 3 stars7,56 %
- 2 stars3,44 %
- 1 star2,70 %
Meilleurs avis pour DIGITAL MEDIA AND MARKETING PRINCIPLES
par SV10 mars 2019
This really is a tough, but deliciously interesting course. The lecturer does not mess around and demands your full attention at all times. If you do this course - you will love it.
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 TM6 nov. 2020
This course has definitely given me more perspective on marketing in general and the lecturer and his pace make learning easy. I am looking forward to the next step
par LB7 août 2021
A very good course with great theoretical explanations from prof. Yao, examples from real life and interviews with professionals. Thank you very much, I enjoyed it and learned many new things.
À propos du Spécialisation Marketing numérique
Master strategic marketing concepts and tools to address brand communication in a digital world.
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