Digital Marketing Channels: The Landscape

开始时间: 04/22/2022 持续时间: Unknown

所在平台: CourseraArchive

课程类别: 商业与管理学

大学或机构: University of Illinois at Urbana-Champaign( 伊利诺伊大学厄巴纳 - 香槟分校)

授课老师: Rhiannon Clifton



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The proliferation of digital technology gives businesses a diverse new set of tools to monitor and aggregate consumer data to an unprecedented degree. This data can then be leveraged to better target specific consumer segments and reach them through a variety of new media social platforms like Twitter, microsites, and apps. You will be prepared for the job functions digital marketers do when they identify, monitor, and analyze the content consumers engage with, the frequency of engagement, and the content preferences. You will work with the Internet channel as well as with others such as text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, e-commerce, and other traditional media that are becoming more digital—anything with a screen.

Survey the landscape of current digital marketing channels. Explore what it means to go digital and how digital can be part of an integrated marketing communications plan. Discover the role digital marketing can play in your organization.


This course will be broken up into 4 weekly modules covering the following topics:

Week 1: What it Means to Go Digital; Why You Need a Digital Strategy

Week 2: Digital as Part of IMC Plan; Converging Media

Week 3: Pitching Your Digital Strategy; Research in the Digital Space

Week 4: What’s Next in Digital?; Digital Marketing Case Studies



Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course.