The Digital Revolution has led to a titanic shift in the landscape of marketing communications, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
Digital Media and Marketing Principles
Digital Media and Marketing Principles
This course is part of Digital Marketing Specialization
Instructor: Mike Yao
Sponsored by Coursera Learning Team
105,327 already enrolled
Gain insight into a topic and learn the fundamentals.
4.4
(2,863 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 20 hours
Learn at your own pace
95%
Most learners liked this course
What you'll learn
Develop an overview of the digital marketing communication landscape.
Examine various marketing activities from a communication perspective
Discuss the roles and functions of both traditional and digital media channels in marketing communication.
Align your marketing goals with various digital marketing strategies and the appropriate media channels.
Skills you'll gain
Details to know
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Assessments
28 assignments
Taught in English
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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
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There are 4 modules in this course
In the orientation, 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. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.
What's included
10 videos8 readings7 assignments
In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication.
What's included
10 videos2 readings7 assignments
In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics.
What's included
14 videos3 readings7 assignments
In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
What's included
7 videos4 readings7 assignments1 peer review1 plugin
Instructor
Instructor ratings
4.7 (427 ratings)Offered by
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4.4
2,863 reviews
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Showing 3 of 2863
F
5
Reviewed on May 26, 2020
First I'd like to thank Mr. Mike Yao for making interesting digital course. Really enjoyed every minute of it. Learned many new skills in this sphere. Highly recommend!
SA
5
Reviewed on Jul 20, 2021
I really enjoy listening and reading about marketing principles from professional way. Thank you for providing to such amazing opportunity to learn and know more.
MH
5
Reviewed on May 5, 2024
That was a great journey for me toward the digital marketing world. Cordially thanks to University of Illinis and the Instructor for providing such opportunities.
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