Digital Marketing Capstone

About this course: The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2014, they had sales of US Dollar 9.96 Billion, and e-commerce accounts for about 35-40% of sales. They are the Number 13 retailer in terms on e-commerce sales in the Top 500 list for US and Canada. You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com. You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization (Marketing in a Digital World, Digital Analytics for Marketing Professionals, and Digital Marketing Channels) and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Created by:  University of Illinois at Urbana-Champaign

• Taught by:  Aric Rindfleisch, John M. Jones Professor of Marketing

  Department of Business Administration

• Taught by:  Kevin Hartman, Visiting Professor & Head of Analytics at Google

  College of Business

• Taught by:  Rhiannon Clifton, Program Director

  Charles H. Sandage Department of Advertising

• Taught by:  Vishal Sachdev, Leacturer, Director, Illinois MakerLab

  Business Administration

• Taught by:  Mike Yao, Associate Professor of Digital Media

  Charles H. Sandage Department of Advertising

Basic Info Course 7 of 7 in the Digital Marketing Specialization Commitment 6 weeks of study, 5-7 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.4 stars Average User Rating 4.4See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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University of Illinois at Urbana-Champaign The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.

Syllabus


WEEK 1


Course Overview & Module 1 Client/Brand Analysis
In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.


10 videos, 10 readings expand

1. Video: Introduction to the Capstone
2. Video: Weekly Deliverables
3. Reading: Syllabus
4. Reading: About the Discussion Forums
5. Reading: Social Media
6. Reading: Getting to Know Your Classmates
7. Reading: About the Client
8. Reading: Problem Statement
9. Reading: Glossary
10. Reading: Hangouts with the Client
11. Video: Meet and Greet: Faculty and Client meetup
12. Video: Hangout 1 - Elizabeth Distel-Grainger
13. Video: Hangout 2- Bosch and Kevin Hartman
14. Video: Hangout 3- Beth Distel and Victoria Jurkowski -Grainger
15. Video: Hangout 4-Capstone2 Top5 Review
16. Reading: Module 1 Overview
17. Video: Know the Client: Grainger
18. Video: Campaign Management at Grainger
19. Video: Display Advertising at Grainger
20. Reading: Rubric for Module 1 Peer Assessment

Graded: Peer Assessment: Module 1 Client/Brand Analysis

WEEK 2


Module 2 The Consumer Decision Journey



In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.


2 readings expand

1. Reading: Module 2 Overview
2. Reading: Rubric for Module 2 Peer Assessment
3. Discussion Prompt: Optional Discussion-Social Media Marketing

Graded: Peer Assessment: Module 2 Consumer Decision Journey

WEEK 3


Module 3 Collect and Analyze Data
In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.


2 readings expand

1. Reading: Module 3 Overview
2. Reading: Rubric for Module 3 Peer Assessment

Graded: Peer Assessment: Module 3 Collect and Analyze Data

WEEK 4


Module 4 The Channel and Content Strategy
In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.


2 readings expand

1. Reading: Module 4 Overview
2. Reading: Rubric for Module 4 Peer Assessment

Graded: Peer Assessment: Module 4 Channel and Content Strategy

WEEK 5


Module 5 Test and Control Plan
In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy


2 readings expand

1. Reading: Module 5 Overview
2. Reading: Rubric for Module 5 Peer Assessment

Graded: Peer Assessment: Module 5 Test and Control Plan

WEEK 6


Module 6 Final Digital Marketing Plan Submission
In this module, you will bring together the previous module submissions in a final report


2 readings expand

1. Reading: Module 6 Overview
2. Discussion Prompt: Reflect on the Digital Marketing Journey
3. Reading: Rubric for Module 6 Peer Assessment

Graded: Peer Assessment: Module 6 Final Digital Marketing Plan Submission