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.
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.
This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing.
This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.
Learn more about the evolving, dynamic, and fastest growing segment of the advertising industry. Explore the evolution of online advertising from the beginnings of the Web, and how it has developed into a major sector of the multi-billion dollar advertising industry. We’ll cover the key players, as well as the multitude of different creative formats and executions and how those ads are delivered and tracked. Find out about the major digital platforms, including search, social, and mobile, in terms of each marketplace, the key players, and marketing opportunities.
Positioning, the must have for a successful Marketing Strategy Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: You are going to end up with a clear Positioning upon which we build our Marketing Plan.
Learn how you can predict customer demand and preferences by using the data that is all around you. In a digital world, data has gone ‘big’ – ushering in the age of the zettabyte. This subject shows you how big data equals business opportunity. Find out what ‘big data’ means and where it comes from – including ordinary transactions and social interactions. See how smart businesses use data to target their offerings and get ahead of market trends. Consider how marketing data can be based on false assumptions such as the ‘last click myth’.
Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. This course is designed to introduce you to the field of integrated marketing communications (IMC) and aims to increase your understanding of important issues in planning and evaluating marketing communications strategies and executions.
Como un mercadólogo, tenemos claro que nuestra función principal en las empresas es identificar las necesidades del mercado y con base en ellas establecer estrategias de compra – venta que causen impacto y satisfagan las necesidades de los consumidores. Éste es un reto importante, pero además de ser creativos en la definición de estas estrategias, tenemos que tener en cuenta el desarrollo que a través de los últimos años ha tenido el Internet y atrás de él las redes sociales.
Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.
Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
MOOCs – Massive Open Online Courses – enable students around the world to take university courses online. This guide, by the instructors of edX’s most successful MOOC in 2013-2014, Principles of Written English (based on both enrollments and rate of completion), advises current and future students how to get the most out of their online study, covering areas such as what types of courses are offered and who offers them, what resources students need, how to register, how to work effectively with other students, how to interact with professors and staff, and how to handle assignments. This second edition offers a new chapter on how to stay motivated. This book is suitable for both native and non-native speakers of English, and is applicable to MOOC classes on any subject (and indeed, for just about any type of online study).