Digital Marketing Channels: The Landscape

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.

Earn credit toward a master's degree This course is part of the fully-online accredited Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. Learn More Created by:  University of Illinois at Urbana-Champaign

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

  Charles H. Sandage Department of Advertising

Basic Info Course 4 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 3.9 stars Average User Rating 3.9See what learners said Coursework

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

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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 Principles and Concepts
In this module, 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.


9 videos, 9 readings, 1 practice quiz expand

1. Video: Welcome to Digital Marketing Channels: The Landscape
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 Understanding Marketing as Communication
13. Video: 1-2 Marketing Communication Functions and Challenges
14. Video: 1-3 The Media and Mediums of Marketing Communication
15. Video: 1-4 Evolution of Marketing Media
16. Video: 1-5 Marketing Communication Using Traditional Media Channels
17. Video: 1-6 Advantages and Disadvantages of Mass Marketing Communication
18. Video: Interview: Jan Slater - Chief Marketing Officer
19. Video: Like this course? Learn more with the iMBA! (optional)

Graded: Module 1 Quiz

WEEK 2


The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.


5 videos, 2 readings expand

1. Reading: Module 2 Overview
2. Reading: Module 2 Readings
3. Video: 2-1 Understanding Digital Media
4. Video: 2-2 The Impacts of Digital Media on Human Communication
5. Video: 2-3 Defining Features of Digital Media Technologies
6. Video: 2-4 The Impacts of Digital Media on Marketing Communication
7. Video: Interview: The Trade Desk

Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz

WEEK 3


Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.


4 videos, 2 readings expand

1. Reading: Module 3 Overview
2. Reading: Module 3 Readings
3. Video: 3-1 Overview of Online Display Advertising
4. Video: 3-2 Overview of Search Marketing
5. Video: 3-3 Overview of Social Media Marketing
6. Video: Michelle Stenger - Illinois Athletics

Graded: Module 3 Quiz

WEEK 4


Growing Trends and New Frontiers



In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.


6 videos, 2 readings expand

1. Reading: Module 4 Overview
2. Reading: Module 4 Readings
3. Video: 4-1 Content Marketing Part 1
4. Video: 4-2 Content Marketing Part 2
5. Video: 4-3 Mobile Marketing Part 1
6. Video: 4-4 Mobile Marketing Part 2
7. Video: 4-5 Out-of-Home (OOH) Marketing
8. Video: 4-6 Direct Marketing in the Digital Era

Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz