Digital Marketing Capstone

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Description

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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…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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
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