Digital Marketing Channels: Planning

About this course: 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. 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:  Rhiannon Clifton, Program Director

  Charles H. Sandage Department of Advertising

Basic Info Course 5 of 7 in the Digital Marketing Specialization Commitment 4 weeks of study, 8-10 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.1 stars Average User Rating 4.1See 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 and Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.


15 videos, 9 readings, 3 practice quizzes expand

1. Video: Welcome to Digital Marketing Channels: Planning
2. Reading: Syllabus
3. Reading: About the Discussion Forums
4. Reading: Glossary
5. Reading: Brand Descriptions
6. Reading: About the Rubric for Peer Assessment
7. Reading: Social Media
8. Reading: Getting to Know Your Classmates
9. Practice Quiz: Orientation Quiz
10. Reading: Module 1 Overview
11. Reading: Module 1 Readings
12. Video: 1-1.1 Lesson Objectives
13. Video: 1-1.2 Understanding UX Design
14. Video: 1-1.3 Core Principles of UX Design
15. Video: 1-1.4 Mobile UX
16. Video: 1-1.5 Design Steps
17. Video: 1-1.6 Web Design and Development
18. Video: 1-1.7 Writing for Digital
19. Video: 1-1.8 What We've Learned
20. Practice Quiz: Lesson 1-1 Practice Quiz
21. Video: 1-2.1 Lesson Objectives
22. Video: 1-2.2 Overview of SEO
23. Video: 1-2.3 SEO Nuts & Bolts
24. Video: 1-2.4 SEM Overview
25. Video: 1-2.5 What We've Learned
26. Practice Quiz: Lesson 1-2 Practice Quiz
27. Video: Module 1 Review

Graded: Module 1 Peer Assessment
Graded: Module 1 Quiz

WEEK 2


Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online video.


12 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 2 Overview
2. Reading: Module 2 Readings
3. Video: 2-1.1 Lesson Objectives
4. Video: 2-1.2 Online Advertising Overview
5. Video: 2-1.3 Types of Display Advertising
6. Video: 2-1.4 Buying Online Advertising
7. Video: 2-1.5 How to Run An Online Ad Campaign
8. Video: 2-1.6 What We've Learned
9. Practice Quiz: Lesson 2-1 Practice Quiz
10. Video: 2-2.1 Lesson Objectives
11. Video: 2-2.2 Video Production
12. Video: 2-2.3 Promoting Your Video
13. Video: 2-2.4 Advantages, Challenges, and Summary
14. Video: 2-2.5 What We've Learned
15. Practice Quiz: Lesson 2-2 Practice Quiz
16. Video: Module 2 Review

Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz

WEEK 3


Social and Email Marketing
In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and the effective campaign measurement.


14 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 3 Overview
2. Reading: Module 3 Readings
3. Video: 3-1.1 Lesson Objectives
4. Video: 3-1.2 Introduction to Social Media
5. Video: 3-1.3 Social Media Channels
6. Video: 3-1.4 Tracking and Analyzing the Social Campaigns
7. Video: 3-1.5 Using Social Media to Solve Business Problems
8. Video: 3-1.6 Creating A Social Media Strategy
9. Video: 3-1.7 Documents and Processes
10. Video: 3-1.8 What We've Learned
11. Practice Quiz: Lesson 3-1 Practice Quiz
12. Video: 3-2.1 Lesson Objectives
13. Video: 3-2.2 Email Strategy and Planning
14. Video: 3-2.3 Email Marketing, Step-By-Step
15. Video: 3-2.4 Advantages and Challenges
16. Video: 3-2.5 What We've Learned
17. Practice Quiz: Lesson 3-2 Practice Quiz
18. Video: Module 3 Review

Graded: Module 3 Peer Assessment
Graded: Module 3 Quiz

WEEK 4


Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.


12 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 4 Overview
2. Reading: Module 4 Readings
3. Video: 4-1.1 Lesson Objectives
4. Video: 4-1.2 Introduction to Mobile
5. Video: 4-1.3 Mobile Messaging Channels
6. Video: 4-1.4 Mobile Commerce
7. Video: 4-1.5 Wrapping up Mobile
8. Video: 4-1.6 What We've Learned
9. Practice Quiz: Lesson 4-1 Practice Quiz
10. Video: 4-2.1 Lesson Objectives
11. Video: 4-2.2 Integrated Digital Marketing
12. Video: 4-2.3 Optimizing Your Plan
13. Video: 4-2.4 Best Practices
14. Video: 4-2.5 What We've Learned
15. Practice Quiz: Lesson 4-2 Practice Quiz
16. Video: Module 4 Review

Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz