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Skillset
By Asif Tarafdar
DIGITALLY
FORWARD
Digital Marketing Specialization
offered by the University of Illinois
is one of the most comprehensive
programmes for digital marketing
in the world that has enabled
thousands of people across the
world to start a new career and
negotiate better opportunities.
In recent times, online courses have allowed
professionals to learn valuable traits of their respective
industries. The quality of online courses have improved
to an extent, their certifications are increasingly valued
by the biggest companies around the world. To help you
climb the next step of your professional ladder, we have
identified the best online courses available on Coursera.
Digital Marketing Specialization offered by the University
80
December 2021
of Illinois is one of the most comprehensive
programmes for digital marketing in the world
that has enabled thousands of people across the
world to start a new career and negotiate better
opportunities.
What are Specializations?
A Coursera Specialization is a series of related
courses designed to help professionals master a
specific topic. One can begin a Specialization by
enrolling in the entire specialization or a single
course in the series. Some shorter Specializations
include as few as three courses and only take a
few months to finish. Longer Specializations can
include ten or more courses and take up to a
year.
About the Specialization Marketing Strategies
This Specialization explores several aspects of the new Digital technology gives businesses a diverse new set of
digital marketing environment, including topics such as tools to reach, engage, monitor, and respond to consumers to
digital marketing analytics, search engine optimization, an unprecedented degree. The aggregated and voluminous
social media marketing, and 3D Printing. Upon digital data can also be leveraged to better target specific
completion, the Digital Marketing Specialization you will consumer segments. This course aims to give you a deeper
have a richer understanding of the foundations of the understanding of the core processes of planning a digital
new digital marketing landscape and acquire a new set marketing campaign and the role of various digital channels
services. Marketing in an Analog World
of stories, concepts, and tools to help you digitally
in integrated marketing communication.
create, distribute, promote and price products and
Our new Digital World is dramatically changing how
Introduction
products are created, promoted, distributed, and consumed.
Although these changes have been revolutionary, we still
This specialization starts with how digital tools, such as
live in an Analog (or physical) World. For example, even
the Internet, smartphones, and 3D printing, are
revolutionizing the world of marketing by changing the today, a large percentage of all sales are still conducted in
Analog stores. Thus, both marketers and consumers must
roles and practices of both firms and consumers. Initially
simultaneously navigate both the Analog and Digital Worlds
launched in 2015, this course is part of the iMBA offered
daily. Although the Digital Revolution has received
by the University of Illinois, a flexible, fully-accredited
considerable attention in recent years, the impact of this
online MBA at an incredibly competitive price.
revolution upon the Analog World has been largely ignored.
This course examines this issue by asking, "How has the
Analytics in Theory
Successfully marketing brands today requires a
This course will begin with an exploration of the key
well-balanced blend of art and science. This course Digital Revolution impacted Marketing in an Analog World?
differences between the Analog and the Digital and then
introduces students to the science of web analytics while examine four ways in which the Analog World has been
casting a keen eye toward the artful use of numbers affected by the Digital Revolution: Domination, Resistance,
found in the digital space. The goal is to provide the Synergy, and Transformation. This course will contain
foundation needed to apply data analytics to real-world several examples of each of these concepts and explore their
challenges marketers confront daily. Students will learn implications for both marketers and consumers. This course
to identify the web analytic tool right for their specific will also employ a variety of learning techniques, including
needs; understand valid and reliable ways to collect, video lectures, case studies, hands-on exercises, and
analyze, and visualize data from the web; and utilize interviews with leading marketing scholars.
data in decision making for agencies, organizations or
clients.
Digital Marketing Capstone
This four-week Capstone of the Digital Marketing
Analytics in Practice Specialization is designed to help you apply the principles
The third instalment of the specialization aims to
you have learned in the previous courses. It facilitates
provide the foundation needed to apply data analytics to hands-on experience in executing a digital marketing
real-world challenges marketers confront daily. Students
campaign for a fictitious firm selling electronics. In the
will learn to identify the web analytic tool right for their previous courses on analytics and channels, you would come
specific needs; understand valid and reliable ways to
up with strategies to identify a firm’s objectives, specify a
collect, analyze, and visualize data from the web; and few key ones, research alternatives to reaching the customer
utilize data in decision making for agencies,
in their decision journey and finally propose a multi-channel
organizations or clients. digital marketing plan. In this capstone, you will execute a
campaign, rather than creating another 'plan'.
Marketing Principles It will be done through an online simulation. You will be a
marketing manager for a firm selling digital cameras online
The digital revolution has led to a titanic shift in the
landscape of marketing communication, while also through their website. Students will be reviewing the
creating new opportunities for businesses to reach and products, pricing, margins, and historical sales.
Concurrently, create a targeted ad campaign after
engage consumers through smart, social, and mobile
media technologies. In this course, you will learn about researching appropriate keywords for the products you are
the impacts of digital technologies on marketing selling. Students will then create and execute an email
communication strategies and practices. By campaign. Once these campaigns are executed, you get
understanding the underlying processes of marketing feedback on the KPI's such as revenue, profits, traffic,
communication and the core features of new media conversions. There is also an opportunity to redo this
technologies, you can strategically select the appropriate campaign, with new strategies, to improve your KPI's in the
channels to deliver the right marketing message to the second round.
right audience at the right moment.