7 Sections
30 Lessons
8 Weeks

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Module 1: The Digital Marketing Revolution
4
Module 2: Marketing in a Digital World
4
Module 3: Digital Marketing: Customer Engagement Strategy
4
Module 4: Digital Marketing: Platforms, Data, and Technologies
4
Module 5: Digital Marketing Strategy: Navigating Emerging Media and AI
4
Module 6: Digital Marketing Implementation: Executing Strategies in a Connected, Data-Driven World
4
Module 7: Digital Marketing Capstone
6

Digital Marketing Specialization (University of Illinois)

OffOn

Curriculum

MODULE 2: HOW DIGITAL TOOLS ARE CHANGING PROMOTION

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

What’s included

9 videos
3 readings
5 assignments
2 peer reviews

9 videosTotal 63 minutes

Promotion Overview8 minutes
Promotion3 minutes
User Generated Content (Part 1)9 minutes
User Generated Content (Part 2)7 minutes
Case Study: GoPro8 minutes
Doppelganger Brand Images Part 17 minutes
Doppelganger Brands Part 27 minutes
Exercise: Wikipedia.org4 minutes
Interview with Rafael Schwarz9 minutes

3 readingsTotal 110 minutes

Module 2 Overview10 minutes
Module 2 Readings90 minutes
Optional Resources for GoPro Case Study10 minutes

5 assignmentsTotal 90 minutes

Exercise Quiz: Wikipedia.org30 minutes
Promotion Quiz30 minutes
Module 2 Basic Concept Practice Quiz10 minutes
Module 2 Digital Concept 1 Practice Quiz: User-Generated Content10 minutes
Module 2 Digital Concept 2 Practice Quiz: Doppleganger Brands10 minutes

2 peer reviewsTotal 140 minutes

Case Study Peer-graded Assignment: GoPro70 minutes
Exercise Peer-graded Assignment: Wikipedia.org [Honors Assignment] – 70 minutes

Prev Previous MODULE 1: COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT

Next MODULE 3: HOW DIGITAL TOOLS ARE CHANGING PLACEMENT Next

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