数字营销:网上消费行为的驱动力

五门课程由业内专家授课,介绍了最新的数字化营销技能。

伊利诺伊大学香槟分校

专项课程

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数字营销

本专项课程介绍

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. This Specialization is part of the University of Illinois iMBA Program.

INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers as determined by user ratings on class-central.com. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015.

Once you complete the courses, you will have the opportunity to apply the skills on a real life Digital Marketing capstone project setup in partnership with Grainger. They are a global B2B supplier of Maintenance Repair and Organization supplies, ranked No. 13 in the Internet Retailer 2015 Top 500 Guide, based on their annual online sales.

第 1 门课程

数字时代营销

即将开课的班次:5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 6-8 hours/week

课程概述
This course will examine how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.

第 2 门课程

市场营销专业人士所需的数字分析:理论市场分析

即将开课的班次:5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 8-10 hours/week

课程概述
Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.

第 3 门课程

市场营销专业人士所需的数字分析:市场营销分析实践

即将开课的班次:5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 8-10 hours/week

课程概述
This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.

第 4 门课程

数字营销渠道:概述

即将开课的班次:5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 8-10 hours/week

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.

第 5 门课程

数字营销渠道:规划

即将开课的班次:5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 8-10 hours/week

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.

毕业项目

Digital Marketing Capstone

即将开放
课程学习时间

6 weeks of study, 5-7 hours/week

毕业项目介绍
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.

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