Digital Marketing Specialization Course Reviews

The course is divided into 7 course series that cover a range of topics including marketing strategy, social media marketing, content marketing, search engine optimization, paid advertising, and web analytics. Each course is taught by a different instructor, providing learners with a diverse range of perspectives and expertise.

Throughout the course, learners will gain hands-on experience by working on real-world marketing projects, such as creating a social media marketing campaign or developing a content marketing strategy. They will also have the opportunity to apply their knowledge and skills by completing quizzes, assignments, and peer-reviewed assessments.

By the end of the course, learners will have a solid understanding of the digital marketing landscape, and will be able to develop and execute effective marketing strategies across various platforms. They will also earn a digital certificate to showcase their new skills and knowledge to potential employers.

Overall, the Digital Marketing Specialization course is a valuable resource for anyone looking to enhance their digital marketing skills and advance their career in this rapidly evolving field.

Course Content:

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, this was one of the top 10 specializations in terms of enrollments. 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. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/

This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Applied Learning Project

Once you complete the courses, you will have the opportunity to apply the skills on a real life 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.

The Digital Marketing Specialization course by Aric Rindfleisch on Coursera consists of 7 course series. The specific modules and number of lectures are as follows:

Course 1: The Digital Marketing Revolution

There are 4 modules in this course

Module 1: Course Overview and Digital Dominance (13 videos + 9 readings + 1 quiz)

In this module you will examine Digital Dominance. Specifically, you will learn why some Analog products and services are becoming dominated by the Digital Revolution. After introducing the concept of Digital Dominance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (typing a message on a typewriter). This module will then explore two key concepts: Efficiency and Democracy. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (U of I Credit Union) as well as a hands-on exercise (Purchase Online). At the end of this module, you will learn some research insights from Professor Donna Hoffman (George Washington University). As a result of these various learning activities, you will develop a deep understanding of Digital Dominance.

Module 2: Analog Resistance (9 videos + 3 readings)

In this module you will examine Analog Resistance. Specifically, you will learn why some Analog products and services are resisting the Digital Revolution. After introducing the concept of Analog Resistance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out an adult coloring book). This module will then explore two key concepts: Physicality and Protection. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Willard Airport) as well as a hands-on exercise (Visit a Physical Store, Part 1). At the end of this module, you will learn some research insights from Professor Markus Geisler (York University). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance.

Module 3: Digital & Analog Synergy (9 videos + 3 readings)

In this module you will examine Analog & Digital Synergy. Specifically, you will learn why some Analog & Digital products and services combine to create synergistic effects. After introducing the concept of Analog & Digital Synergy, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (using an augmented reality app). This module will then explore two key concepts: Glocal and TouchTech. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study ([email protected]) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn some research insights from Professor David Bell (University of Pennsylvania). As a result of these various learning activities, you will develop a deep understanding of Analog & Digital Synergy.

Module 4: Analog Transformation (11 videos + 5 readings)

In this module you will examine Analog Transformation. Specifically, you will learn why some Analog products and services are being transformed by the Digital Revolution. After introducing the concept of Analog Transformation, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out the Thingiverse Customizer). This module will then explore two key concepts: Embracing and Distancing. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Illinois Athletics) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn some research insights from Professor Wayne Hoyer (University of Texas). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.

Course 2: Marketing in a Digital World

There are 4 modules in this course

Module 1: COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT (12 videos + 11 readings + 4 quizzes)

In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.

Module 2: HOW DIGITAL TOOLS ARE CHANGING PROMOTION (9 videos + 3 readings + 3 quizzes)

In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.

Module 3: HOW DIGITAL TOOLS ARE CHANGING PLACEMENT (9 videos + 3 readings + 3 quizzes)

In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.

Module 4: HOW DIGITAL TOOLS ARE CHANGING PRICE (10 videos + 6 readings + 3 quizzes)

In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.

Course 3: Digital Marketing Analytics in Theory

There are 4 modules in this course

Module 1: Course Overview and The Day The Geeks Took Over (8 videos + 8 readings + 5 quizzes)

In the orientation, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Module 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics.

Module 2: The Consumer Brand Relationship (6 videos + 2 readings + 5 quizzes)

In Module 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.

Module 3: The Science of Analytics (Part 1) (6 videos + 2 readings + 5 quizzes)

Module 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as I dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today. 

Module 4: The Science of Analytics (Part 2) (6 videos + 4 readings + 4 quizzes)

Module 4 provides a useful framework for evaluating data analysis and visualization (“dataviz”) tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work.

Course 4: Digital Marketing Analytics in Practice

There are 4 modules in this course

Module 1: Course Overview and The Art of Analytics (9 videos + 8 readings + 6 quizzes)

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Every analyst dreams of coming up with the “big idea” – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the course, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Module 1 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive (“MECE”) marketing objectives of analytics, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.

Module 2: Storytelling with Data (6 videos + 2 readings + 5 quizzes)

In Module 2, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they’re on their feet and presenting to an audience. The goal is to equip analysts with the tools they need to tell a compelling and memorable story that “cuts through the noise” of the overwhelming amount of information audiences experience every day.

Module 3: Bellabeat Case Study (5 videos + 2 readings + 4 quizzes)

Module 3 brings to life the concepts, theories, techniques, and tools discussed in the course in a business case written about Bellabeat, a high-tech design and manufacturing company that produced health-focused smart devices for women. Students will see each step in the MAP illustrated through the case.

Module 4: The Future of Analytics (6 videos + 4 readings + 4 quizzes)

Data’s road from crude maps to gigabytes of multidimensional information has been a long and winding one. But it is far from over. If anything, the industry finds itself at a critical crossroads that will determine its future for decades to come. Module 4 explores this predicament while casting an eye toward what comes next for digital marketing analytics. 

Course 5: Digital Media and Marketing Principles

There are 4 modules in this course

Module 1: Course Overview and The Changing Landscape (10 videos + 8 readings + 6 quizzes)

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.

Module 2: Key Processes and Core Strategies (10 videos + 2 readings + 6 quizzes)

In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication. 

Module 3: Smart and Social Media Channels (14 videos + 3 readings + 6 quizzes)

In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics. 

Module 4: Mobile Media and Beyond the Screens (8 videos + 4 readings + 6 quizzes)

In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.

Course 6: Digital Media and Marketing Strategies

There are 4 modules in this course

Module 1: Course Orientation and Module 1: Setting Goal and Preparing Your Digital Assets (9 videos + 7 readings + 1 quiz)

In this module, you will learn to strategically align business and marketing goals through strategic communication. You will also learn how to evaluate and prepare your digital assets for launching a digital campaign.

Module 2: Online and Video Marketing (9 videos + 3 readings)

In this module, you will learn key concepts and tactical considerations in managing online advertising, search optimization, content-based marketing, and CRM to discover and reach prospective consumers. 

Module 3: Social and Email Marketing (8 videos + 3 readings)

In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.

Module 4: Putting It All Together for Your Digital Plan (9 videos + 4 readings)

In this module, you will learn how to strategically select the appropriate KPIs and metrics to evaluate digital campaign success. You will also learn about the challenges and pitfalls in digital marketing. 

Course 7: Digital Marketing Capstone

There are 6 modules in this course

Module 1: Course Overview & Module 1 Client/Brand Analysis (10 videos + 11 readings)

In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.

Module 2: Module 2 The Consumer Decision Journey

In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.

Module 3: Module 3 Collect and Analyze Data

In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.

Module 4: Module 4 The Channel and Content Strategy

In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.

Module 5: Module 5 Test and Control Plan

In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy

Module 6: Module 6 Final Digital Marketing Plan Submission (1 video + 4 readings)

In this module, you will bring together the previous module submissions in a final report

Reviews:

As a former learner of the Digital Marketing Specialization course by Aric Rindfleisch on Coursera, I highly recommend this course for anyone interested in digital marketing. The course is well-structured, easy to follow, and covers a wide range of topics related to digital marketing. The lectures are engaging and informative, and the assignments and quizzes are challenging but fair.

One of the things I appreciated most about this course was the emphasis on hands-on learning. Throughout the course, learners have the opportunity to apply the concepts they are learning to real-world scenarios, which helps to reinforce their understanding of the material. The course also includes a number of case studies and examples that illustrate how digital marketing is used in different industries and contexts.

Another highlight of the course is the level of interaction and support provided by the instructor and the course community. The instructor, Aric Rindfleisch, is a professor of marketing at the University of Illinois at Urbana-Champaign. He is a well-respected figure in the marketing industry and has published numerous articles in top-tier marketing journals. His expertise in the field of digital marketing makes him an excellent choice to lead the course.

Overall, the course has received positive reviews from learners. Many students have praised the course's comprehensive curriculum and the instructor's engaging teaching style. The course also provides learners with practical, hands-on experience through assignments and projects, which many students found useful.

However, some learners have found the course to be challenging and time-consuming, particularly those with little prior experience in digital marketing. Additionally, some students felt that the course could benefit from more up-to-date information on emerging trends in digital marketing.

In conclusion, the Digital Marketing Specialization course on Coursera, taught by Aric Rindfleisch, is a comprehensive and engaging course that provides learners with practical skills and knowledge in digital marketing. While some students may find the course challenging, the majority of students have found it to be valuable and informative.

At the time, the course has an average rating of 4.6 out of 5 stars based on over 16,468 ratings.

What you'll learn:

After completing the Digital Marketing Specialization course by Aric Rindfleisch on Coursera, learners will have acquired the following skills:

1. Understanding of the fundamentals of digital marketing: Learners will gain a comprehensive understanding of the principles of digital marketing, including the various channels and tactics used in digital marketing.

2. Search engine optimization (SEO): Learners will learn the principles of SEO and how to apply techniques to improve website ranking. They will also learn how to conduct keyword research, optimize web pages for search engines, and perform off-page optimization.

3. Search engine marketing and advertising: Learners will learn the principles and practices of paid search advertising and how to run effective ad campaigns using Google AdWords. They will also gain knowledge of display advertising and video advertising.

4. Social media marketing: Learners will develop an understanding of social media marketing and be able to create and run social media campaigns on various platforms. They will also learn how to develop engaging content, grow social media following, and measure the effectiveness of social media marketing efforts.

5. Content marketing and email marketing: Learners will learn about content marketing and how to use it to engage and convert customers. They will also develop an understanding of email marketing, including best practices for email marketing campaigns, and how to use marketing automation to increase efficiency and effectiveness.

6. Digital analytics: Learners will gain knowledge of digital analytics tools and how to use them to measure the effectiveness of digital marketing campaigns. They will also learn how to identify key performance indicators (KPIs) and use data to optimize campaigns.

7. Digital marketing strategy: Learners will develop the skills to create and implement a digital marketing plan, including identifying target audiences, setting objectives, and choosing the most effective digital channels. They will also learn how to create a marketing budget, allocate resources, and track progress.

Overall, learners will gain a solid foundation in digital marketing, and be equipped with the skills and knowledge to develop and execute effective digital marketing strategies.

Author:

Aric Rindfleisch is a professor of marketing at the University of Illinois at Urbana-Champaign, and the academic director of the Illinois MakerLab, the world's first 3D printing lab in a business school. He is also the founder and director of the Illinois Digital Marketing Institute, which provides training and certification programs in digital marketing.

Dr. Rindfleisch is a leading expert in the field of digital marketing, and his research has been published in numerous academic journals, including the Journal of Marketing, the Journal of Consumer Research, and the Journal of Interactive Marketing. He has also authored several books on marketing, including "Internet Marketing: Integrating Online and Offline Strategies" and "Key Concepts in Marketing".

Dr. Rindfleisch's expertise in digital marketing is reflected in his course, "Digital Marketing Specialization" on Coursera, which is designed to provide learners with a comprehensive understanding of the principles and practices of digital marketing. His course has been well-received by learners and has received high ratings and positive feedback for its engaging content and practical application of digital marketing strategies.

Overall, Dr. Rindfleisch's extensive experience in marketing, combined with his expertise in digital marketing, makes him a highly respected and knowledgeable professional in the field.

Requirements:

The Digital Marketing Specialization course by Aric Rindfleisch on Coursera has the following detailed requirements:

1. Basic familiarity with digital technologies and social media platforms: As the course is focused on digital marketing, it is important for learners to have a basic understanding of digital technologies, social media platforms, and the internet. This will help them to engage more effectively with the course content and understand the practical applications of digital marketing strategies.

2. Access to a computer with internet connection and a web browser: The course is delivered entirely online, so learners must have access to a computer with a reliable internet connection and a web browser to access the course materials, videos, and discussions.

3. A willingness to learn and engage with the course material and participate in discussions and assignments: The course requires learners to actively engage with the course material, participate in discussions with other learners, and complete assignments and quizzes to test their understanding of the concepts.

4. Basic knowledge of marketing principles and concepts: Although this is not a strict requirement, learners with a basic understanding of marketing principles and concepts will be better equipped to understand and apply the concepts of digital marketing covered in the course.

5. A subscription to Coursera is required to access some of the course content and to receive a certificate of completion: The course requires a subscription to Coursera, which provides access to all the course materials, quizzes, assignments, and discussions. A certificate of completion is also available upon successfully completing the course, but this requires a paid subscription to Coursera.