Digital Media and Marketing Strategies

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.In 2016,

Created by: Mike Yao

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Overall Score : 84 / 100

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Course Description

The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.

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Instructor Details

Mike Yao

Dr. Mike Yao is Associate Professor of Digital Media in the Charles H. Sandage Department of Advertising at the University of Illinois, Urbana-Champaign. He is an Affiliate Researcher at the Beckman Institute for Advance Science and Technology, the Institute of Communications Research, and the Cline Center for Democracy, and a Specially-Appointed Research Fellow at the Shanghai Institute of Computing Technology. He is currently an Associate Editor of the Journal of Computer-Mediated Communication, a flagship journal in the field of communication science. Dr. Yao's research focuses on technology-mediated social behavior and computer-mediated human communication. His interdisciplinary work spans across psychology, communication, information science, advertising, and marketing. He has a strong international background with a deep understanding of the media markets and consumer culture in China and the U.S. Before joining the University of Illinois, Dr. Yao taught at the City University of Hong Kong, a top-ranked university in Asia, for over nine years. He was the program director of the BA in Strategic Communication program and worked closely with many advertising, PR, and marketing partners in Greater China. In addition to his academic endeavors, Dr. Yao is actively involved in community development and social justice on issues such as gender and racial diversity. He served two-terms on the Board of Governors of The Women's Foundation Hong Kong and chaired its Research and Comm

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Reviews

4.2

110 total reviews

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By Christina U on 22-Jan-19

Course material is very well presented. It is very condensed and practical and exceeds expectations. Much better than any other online course I have ever done.

By Ren W on 18-Jul-17

-content out of date,-lecturing style inadequate and below peer level-the supplementing book which is used is more effective reading than attending and going through these lectures which leads a course ad absurdum.-tests and quizzes seem to partially link to a prior "version" of the course as partially those questions are not covered in the lectures.... to my understanding a complete waste of time.

By Seif E T A on 25-Feb-18

Needs to have a new instructor

By Pavan K T on 29-Apr-18

This course was not interesting and not many examples or scenarios

By Iva K on 8-Jun-16

Disappointed with lectures -structured data rather than real life examples-professor is speaking monotonously, without passion -no visualisation on the discussed topic

By Rainer B S on 30-Mar-16

Poor quality and heavily outdated content. Video quizzes were broken more often than not. Module Quizzes questions and answers were vague and poorly constructed resulting in choosing incorrect answers.Reading material was of poor quality with many "industry professionals" not being professional enough to perform a simple spelling and grammar check.

By Mattia T on 1-Feb-19

Excellent course!

By FREDRICK A A O on 31-Dec-18

A very engaging course

By ayman m f e on 29-Dec-18

Excellent teacher

By Antony J L on 15-Dec-18

Excellent course!!

By Juan C S C on 1-Jan-19

Simplemente excelente curso. Recomendado para quienes quieran implementar una estrategia en Mercadeo Digital.

By Mehrdad k on 11-Jan-19

great course