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.
Digital Media and Marketing Principles
Digital Media and Marketing Principles
This course is part of Digital Marketing Specialization
Instructor: Mike Yao
104,831 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.4
(2,858 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 20 hours
Learn at your own pace
95%
Most learners liked this course
What you'll learn
Develop an overview of the digital marketing communication landscape.
Examine various marketing activities from a communication perspective
Discuss the roles and functions of both traditional and digital media channels in marketing communication.
Align your marketing goals with various digital marketing strategies and the appropriate media channels.
Skills you'll gain
Details to know
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Assessments
28 quizzes
Taught in English
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This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
10 videos8 readings7 quizzes
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.
What's included
10 videos2 readings7 quizzes
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.
What's included
14 videos3 readings7 quizzes
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.
What's included
7 videos4 readings7 quizzes1 peer review1 plugin
Instructor
Instructor ratings
4.7 (427 ratings)Offered by
Recommended if you're interested in Marketing
Coursera Instructor Network
University of Colorado Boulder
Queen Mary University of London
Tecnológico de Monterrey
Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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4.4
2,858 reviews
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Showing 3 of 2858
OO
5
Reviewed on Nov 30, 2020
The first course, where I actually learned something new (and I've completed 5). It's a bit hard at first, but you definitely learn things. Recommend the most on Coursera!
TM
5
Reviewed on Nov 6, 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
BN
5
Reviewed on Nov 21, 2020
Fantastic Course with easy to follow information and reads, examples and interviews on Digital Media and Marketing Principles for a beginner like me. Thank you Professor Mike Yao.
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