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Skillset DIGITALLY
FORWARD

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
of stories, concepts, and tools to help you digitally in integrated marketing communication.
create, distribute, promote and price products and
services. Marketing in an Analog World

Our new Digital World is dramatically changing how
Introduction products are created, promoted, distributed, and consumed.
This specialization starts with how digital tools, such as Although these changes have been revolutionary, we still
the Internet, smartphones, and 3D printing, are live in an Analog (or physical) World. For example, even
revolutionizing the world of marketing by changing the today, a large percentage of all sales are still conducted in
roles and practices of both firms and consumers. Initially Analog stores. Thus, both marketers and consumers must
launched in 2015, this course is part of the iMBA offered simultaneously navigate both the Analog and Digital Worlds
by the University of Illinois, a flexible, fully-accredited daily. Although the Digital Revolution has received
online MBA at an incredibly competitive price. considerable attention in recent years, the impact of this
revolution upon the Analog World has been largely ignored.
Analytics in Theory This course examines this issue by asking, "How has the
Successfully marketing brands today requires a Digital Revolution impacted Marketing in an Analog World?
This course will begin with an exploration of the key
well-balanced blend of art and science. This course 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
Analytics in Practice This four-week Capstone of the Digital Marketing
The third instalment of the specialization aims to Specialization is designed to help you apply the principles
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
of Illinois is one of the most comprehensive will learn to identify the web analytic tool right for their previous courses on analytics and channels, you would come
programmes for digital marketing in the world specific needs; understand valid and reliable ways to up with strategies to identify a firm’s objectives, specify a
that has enabled thousands of people across the collect, analyze, and visualize data from the web; and few key ones, research alternatives to reaching the customer
world to start a new career and negotiate better utilize data in decision making for agencies, in their decision journey and finally propose a multi-channel
opportunities. 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
What are Specializations? The digital revolution has led to a titanic shift in the marketing manager for a firm selling digital cameras online
A Coursera Specialization is a series of related landscape of marketing communication, while also through their website. Students will be reviewing the
In recent times, online courses have allowed courses designed to help professionals master a 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
professionals to learn valuable traits of their respective specific topic. One can begin a Specialization by media technologies. In this course, you will learn about researching appropriate keywords for the products you are
industries. The quality of online courses have improved enrolling in the entire specialization or a single the impacts of digital technologies on marketing selling. Students will then create and execute an email
to an extent, their certifications are increasingly valued course in the series. Some shorter Specializations communication strategies and practices. By campaign. Once these campaigns are executed, you get
by the biggest companies around the world. To help you include as few as three courses and only take a understanding the underlying processes of marketing feedback on the KPI's such as revenue, profits, traffic,
climb the next step of your professional ladder, we have few months to finish. Longer Specializations can communication and the core features of new media conversions. There is also an opportunity to redo this
identified the best online courses available on Coursera. include ten or more courses and take up to a technologies, you can strategically select the appropriate campaign, with new strategies, to improve your KPI's in the
Digital Marketing Specialization offered by the University year. channels to deliver the right marketing message to the second round.
right audience at the right moment.

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