University of Illinois Urbana-Champaign
Digital Marketing Implementation: Executing Strategies in a Connected, Data-Driven World

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University of Illinois Urbana-Champaign

Digital Marketing Implementation: Executing Strategies in a Connected, Data-Driven World

This course is part of Digital Marketing Specialization

Mike Yao
Marisa Peacock

Instructors: Mike Yao

138,874 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.6

(3,150 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 17 hours
Learn at your own pace
95%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.6

(3,150 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 17 hours
Learn at your own pace
95%
Most learners liked this course

What you'll learn

  • Strategically develop a digital marketing communication plan.

  • Appropriately relate your marketing goals with the communication strategies and the channels.

  • Effectively employ the right tools and strategies to amplify the impact of your digital campaign through digital and social media.

  • Identify the key performance indicators and analyze the return on investment of a digital campaign.

Details to know

Shareable certificate

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Assessments

5 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

This module introduces contemporary dynamics of digital marketing, emphasizing that success in today's landscape is not about pushing messages but orchestrating seamless, human-centered experiences across multiple digital touchpoints. The module explores three core shifts defining the modern digital environment: the rise of the attention economy; the critical need for omnichannel, multi-touchpoint strategies; and the transformative impact of AI and automation on marketing execution. Through performing a comprehensive digital audit, assessing visibility, content quality, performance, along with analyzing competitive landscapes and mapping the customer journey. The module concludes by exploring the tools and frameworks for creating actionable marketing objectives grounded in strategic insights. Altogether, this module establishes a strategic mindset, encouraging marketers to think beyond channels and tactics, and instead focus on designing integrated, trust-building experiences tailored to real consumer behavior.

What's included

10 videos7 readings2 assignments1 plugin

This module focuses on creating cohesive, human-centered digital marketing strategies by exploring the interplay between channels and touchpoints. It emphasizes that modern marketing is no longer about managing isolated platforms but about designing seamless experiences that align with how people actually engage across devices and environments. Key topics include distinguishing between delivery channels (like websites, email, and social media) and customer touchpoints (specific moments of interaction), and understanding how these they combine to shape brand perception. The module highlights the central role of the website as a brand’s experience hub and introduces user experience (UX) and user interface (UI) design as essential components of marketing success. It also delves into enhancing discoverability through SEO and SEM, stressing the importance of understanding user intent across different search platforms. Finally, it explores the strategic use of social media, differentiating between organic content, paid promotion, and influencer engagement, and guiding learners to analyze engagement metrics critically. Altogether, this module equips learners to design integrated marketing experiences that feel connected, personalized, and relevant at every stage of the customer journey.

What's included

9 videos2 readings1 assignment

This module centers on the strategic execution of direct-to-consumer (DTC) communication and experience design in digital marketing. It explores how modern brands engage customers through personalized, behavior-driven channels such as email, SMS, and in-app messaging, emphasizing the shift from one-way promotions to relationship-focused interactions. The module underscores the importance of consent-based communication and demonstrates how automation and data insights can power timely, relevant, and human-centered messaging. It introduces experience design (XD) as a core strategic discipline, showing how connected touchpoints—from website visits to follow-up messages—can be orchestrated through CRM systems to deliver consistent, personalized journeys. By weaving together direct communication, behavioral triggers, and centralized data management, this module illustrates how brands can move from fragmented campaigns to seamless, trust-building experiences that adapt to each customer’s path.

What's included

9 videos2 readings1 assignment

This module focuses on strategic campaign evaluation and the evolving nature of brand communication in the digital era. It begins by emphasizing the importance of moving beyond isolated metrics (like clicks or likes) to assess overall campaign effectiveness through well-defined SMART goals that align with broader business strategy. Using a case study of HoneyCo’s skincare launch, the module illustrates how to measure outcomes across search, social, and CRM touchpoints, tracking real behavior rather than surface activity. It then explores how brand storytelling has shifted from traditional PR models to dynamic, many-to-many communication shaped by audience interaction and cultural context. This module will introduce frameworks for managing brand reputation across predictable and unpredictable events. The module concludes with forward-looking insights into the role of AI in marketing, framing it as a strategic force that must be thoughtfully integrated to support authentic, human-centered brand relationships.

What's included

9 videos4 readings1 assignment1 peer review1 plugin

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

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

 

Instructors

Instructor ratings
4.7 (555 ratings)
Mike Yao
University of Illinois Urbana-Champaign
5 Courses185,861 learners

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