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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-channels
课程评论：没有评论
课程名称：数字媒体与营销原则 课程概述：数字革命引发了市场传播领域的重大变革，同时也为企业通过智能、社交和移动媒体技术接触和吸引消费者创造了新机遇。在本课程中，您将学习数字技术对营销传播策略和实践的影响。通过理解营销传播的基本过程和新媒体技术的核心特征，您可以战略性地选择合适的渠道，在合适的时机向合适的受众传递正确的营销信息。 您将能够： - 考察营销作为高度战略性传播的过程 - 理解数字媒体和信息技术对传播与营销的影响 - 发展对几种数字营销策略的概念理解 - 考虑兴起的新技术，如人工智能、物联网和混合现实，作为数字营销的新工具 此课程是Gies商学院在线课程系列的一部分，包括iMBA和iMSM。了解有关入学的更多信息，并探索如何在被接受进入学位项目后利用您的Coursera学习成果，网址为 https://degrees.giesbusiness.illinois.edu/idegrees/。 课程大纲： 1. 课程概述与变化的市场环境：在此模块中，您将熟悉课程内容、讲师、同学以及学习环境。同时掌握完成课程所需的技术技能。我们将考察营销作为一种传播过程，企业和营销人员如何将正确的信息传达给正确的人，并听取与回应消费者的反馈。 2. 关键过程与核心策略：我们将讨论数字媒体和信息技术对人类传播的影响，并专注于其对营销的具体影响。首先，我们将广泛定义数字媒体，并阐述数字媒体技术如何影响营销传播的关键过程和功能。 3. 智能与社交媒体渠道：本模块将概述三种广泛采用的数字营销策略：在线展示广告、搜索引擎营销和社交媒体营销。我们将重点提供这些营销策略的基本原则，而非实施和执行细节。 4. 移动媒体与超越屏幕：在最后一个模块中，您将首先学习移动营销策略，并讨论数字技术对屏幕之外其他营销渠道的影响。我们将推测并展示数字营销传播的未来，关注混合现实技术的崛起。
Name:Course Overview and The Changing Landscape
Description: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.
Name:Key Processes and Core Strategies
Description: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.
Name:Smart and Social Media Channels
Description: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.
Name:Mobile Media and Beyond the Screens
Description: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.
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. You will be able to: - Examine marketing as a process of highly strategic communication - Understand the impacts of digital media and information technologies on communication and marketing - Develop a conceptual understanding of several digital marketing strategies - Consider the rise of exciting new technologies, such as AI, Internet of Things, and Mix Reality, as new tools for digital marketing This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.
