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Digital Marketing Capstone

Approx. 13 hours to complete

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Course Summary

The Digital Marketing Capstone course is the final course in the Digital Marketing Specialization. In this project-based course, learners will apply what they have learned in the previous courses to create a comprehensive digital marketing plan for a business or organization.

Key Learning Points

Learn to create a comprehensive digital marketing plan
Apply the knowledge and skills learned in the previous courses
Work on a real-world project
Get feedback and guidance from industry experts

Learning Outcomes

Create a comprehensive digital marketing plan
Apply the knowledge and skills learned in the previous courses
Get feedback and guidance from industry experts

Prerequisites or good to have knowledge before taking this course

Completion of the previous courses in the Digital Marketing Specialization
Basic understanding of digital marketing concepts

Course Difficulty Level

Advanced

Course Format

Project-based
Self-paced
Online

Similar Courses

Digital Marketing
Marketing Analytics: Data Tools and Techniques
Marketing Strategy for Entrepreneurs

Related Education Paths

Digital Marketing Specialization

Notable People in This Field

Neil Patel
Gary Vaynerchuk
Seth Godin

Related Books

Description

This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses.

This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan". You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Outline

Course Overview & Module 1 Client/Brand Analysis
Introduction to the Capstone
Weekly Deliverables
Learn on Your Terms
Meet and Greet: Faculty and Client meetup
Hangout 1 - Elizabeth Distel-Grainger
Hangout 2- Bosch and Kevin Hartman
Hangout 3- Beth Distel and Victoria Jurkowski -Grainger
Know the Client: Grainger
Campaign Management at Grainger
Display Advertising at Grainger
Syllabus
About the Discussion Forums
Social Media
Getting to Know Your Classmates
Learn More About Flexible Learning Paths
About the Client
Problem Statement
Glossary
Hangouts with the Client
Module 1 Overview
Rubric for Module 1 Peer Assessment

Module 2 The Consumer Decision Journey
Module 2 Overview
Rubric for Module 2 Peer Assessment

Module 3 Collect and Analyze Data
Module 3 Overview
Rubric for Module 3 Peer Assessment

Module 4 The Channel and Content Strategy
Module 4 Overview
Rubric for Module 4 Peer Assessment

Module 5 Test and Control Plan
Module 5 Overview
Rubric for Module 5 Peer Assessment

Module 6 Final Digital Marketing Plan Submission
Gies Online Programs
Module 6 Overview
Rubric for Module 6 Peer Assessment
Congratulations!
Get Your Course Certificate

Summary of User Reviews

The Digital Marketing Capstone course on Coursera has received positive reviews from users. Many users have appreciated the practical approach of the course that allows them to apply the concepts in real-life situations. The course has received an overall high rating from users.

Key Aspect Users Liked About This Course

The practical approach of the course that allows users to apply the concepts in real-life situations is highly appreciated by many users.

Pros from User Reviews

Practical approach allows users to apply concepts in real-life situations
Well-structured course content and assignments
Great instructors with industry experience
Interactive learning experience with case studies and group projects

Cons from User Reviews

Some users found the course content to be too basic
Lack of personalized feedback on assignments
Course may not be suitable for advanced digital marketers

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