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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-plan
课程评论：没有评论
课程名称：数字媒体与营销策略 概述：随着数字技术的快速发展，企业拥有了一套前所未有的多样化工具，可以用来接触、吸引、监测和回应消费者。海量的数字数据也可以被利用，以更好地针对特定的消费群体。本课程在“数字媒体与营销原理”的基础上，旨在深化对数字营销活动规划核心流程的理解，以及各种数字渠道在整合营销传播中的作用。 您将能够： - 采用整体和综合的方式进行数字营销规划 - 制定有目的的内容营销策略，以实现您的商业和营销目标 - 有效混合付费媒体、获得媒体、自有媒体及共享媒体，以发现、接触和吸引客户 - 批判性地评估社交媒体平台在病毒式与网红营销活动中的作用 - 评估和测量数字营销活动的成功 - 识别和管理数字营销中的风险 本课程是吉士商学院在线项目的一部分，包括iMBA和iMSM，您可以了解如何申请该项目，并探索如被录取后Coursera的学习成果如何被利用。 课程大纲： 1. 课程导向与模块1：设定目标与准备数字资产 - 学习如何通过战略沟通将商业与营销目标进行战略对齐，并评估和准备数字资产以启动数字营销活动。 2. 在线与视频营销 - 了解在线广告、搜索优化、内容营销和客户关系管理（CRM）管理中的关键概念与战术考量，以发现和接触潜在消费者。 3. 社交与电子邮件营销 - 学习如何在社交渠道上与受众互动，创建与执行社交媒体策略，计划与执行电子邮件活动，以及有效的活动测量方法。 4. 整合您的数字计划 - 学习如何战略性地选择合适的关键绩效指标（KPI）和指标，以评估数字活动的成功，同时了解数字营销中的挑战与陷阱。
Name:Course Orientation and Module 1: Setting Goals and Preparing Your Digital Assets
Description:In this module, you will learn to strategically align business and marketing goals through strategic communication. You will also learn how to evaluate and prepare your digital assets for launching a digital campaign.
Name:Online and Video Marketing
Description:In this module, you will learn key concepts and tactical considerations in managing online advertising, search optimization, content-based marketing, and CRM to discover and reach prospective consumers.
Name:Social and Email Marketing
Description:In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.
Name:Putting It All Together for Your Digital Plan
Description:In this module, you will learn how to strategically select the appropriate KPIs and metrics to evaluate digital campaign success. You will also learn about the challenges and pitfalls in digital marketing.
The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication. You will be able to: - Adopt a holistic and integrated approach to digital marketing planning - Develop a purposeful content marketing strategy to achieve your business and marketing goals - Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers - Critically evaluate the role social media platforms play in viral and influencer marketing campaigns - Evaluate and measure the success of digital marketing campaigns - Identify and manage risks in digital marketing This course is part of Gies College of Business’s 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/.
