数字营销渠道:概述

Digital Marketing Channels: The Landscape

Part of a 6-course series, the Digital Marketing Specialization

伊利诺伊大学香槟分校

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数字营销渠道:概述

课程概述

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.

数字营销渠道:概述 is course 4 of 6 in the Digital Marketing Specialization.

This Specialization covers the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns.

授课教师

Rhiannon Clifton
Program Director
Charles H. Sandage Department of Advertising

授课大纲

Week 1 Course Overview and Digital and Content Marketing Strategy

About the Course and Your Classmates
Module 1 Overview
Lesson 1-1: What It Means to Go Digital
Lesson 1-2: Why You Need a Digital Strategy
Module 1 Assignments
Assignment: Module 1 Peer Assessment
Quiz: Module 1 Quiz

Week 2 Combining Traditional and Digital Media

Module 2 Overview
Lesson 2-1: Digital as Part of Integrated Marketing Communications Plan
Lesson 2-2: Converging Media
Module 2 Assignments
Assignment: Module 2 Peer Assessment
Quiz: Module 2 Quiz

Week 3 Research and Pitch Your Plan

Module 3 Overview
Lesson 3-1: Market Research
Lesson 3-2: Research in the Digital Space
Module 3 Assignments
Assignment: Module 3 Peer Assessment
Quiz: Module 3 Quiz

Week 4 Looking Forward in the Digital Space

Module 4 Overview
Lesson 4-1: What’s Next in Digital?
Lesson 4-2: Digital Marketing Case Studies
Module 4 Assignments
Assignment: Module 4 Peer Assessment
Quiz: Module 4 Quiz

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