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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-marketing-capstone
课程评论：没有评论
课程名称：数字营销顶点项目 课程概述：本课程为期四周，旨在帮助学员应用在前面课程中学到的理论知识。该顶点项目提供了一个实践机会，让学员为一家虚构的电子产品公司执行数字营销活动，而非仅仅制定计划。在之前的分析与渠道课程中，学员已经制定了识别公司目标、指定关键目标、研究与客户决策旅程相关的替代方案，并最终提出多渠道数字营销计划的策略。在这一顶点课程中，学员将着手执行活动。 课程将采用在线模拟，学员将担任一家在线销售数码相机的公司的营销经理。学员需要审查产品、定价、利润率和历史销售数据。在研究产品相关的关键词后，学员将创建针对性的广告活动。同时，学员将学习着陆页设计和搜索引擎优化的基础知识，进而执行电子邮件活动。在这些活动实施后，学员将收到关键绩效指标（KPI）的反馈，例如收入、利润、流量和转化率。课程还提供第二轮活动的机会，学员可根据新策略调整以改善KPI。 此课程是伊利诺伊大学提供的iMBA项目的一部分，旨在以极具竞争力的价格提供灵活、全面认证的在线MBA。有关更多信息，请参见课程中的资源页面以及onlinemba.illinois.edu。 课程大纲： - 模块1 客户/品牌分析：介绍顶点项目，了解客户和问题陈述，开展对客户和品牌的研究。 - 模块2 消费者决策旅程：完成营销分析过程中的计划部分，绘制消费者决策旅程，识别关键目标和数据收集计划。 - 模块3 数据收集与分析：继续进行计划、收集、分析、报告的框架准备营销活动的基础工作。 - 模块4 渠道与内容策略：识别并描述用于活动的营销策略和数字渠道。 - 模块5 测试与控制计划：呈现验证和衡量数字营销策略建议的计划。 - 模块6 最终数字营销计划提交：整合前面模块的提交，形成最终报告。
Name:Course Overview & Module 1 Client/Brand Analysis
Description:In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.
Name:Module 2 The Consumer Decision Journey
Description:In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.
Name:Module 3 Collect and Analyze Data
Description:In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.
Name:Module 4 The Channel and Content Strategy
Description:In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.
Name:Module 5 Test and Control Plan
Description:In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy
Name:Module 6 Final Digital Marketing Plan Submission
Description:In this module, you will bring together the previous module submissions in a final report
This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan". You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
