Digital Marketing

tangram bird

This specialization covers the concepts, tools, and techniques needed to communicate with customers in a systematic and integrated way and to create effective, targeted promotional campaigns. When you complete the Digital Marketing Specialization, you will understand strategic marketing concepts and the tools required to make informed decisions and set the direction for your company, business unit, department, or product line in a digital ecosystem.

Learning outcomes

  • Understand the application of marketing tools and strategies in the digital environment
  • Employ marketing analytics to visualize and use data
  • Understand how digital channels are used in marketing

Courses

This course will examine how digital tools, such as the Internet, smartphones, and 3-D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.
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. The course then builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.
Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and learn from a variety of examples.

The capstone for the specialization will provide a learning experience that integrates across all the courses within it. It will involve analysis of a situation concerning an actual business to develop a digital marketing plan for introduction of a new product. The digital marketing plan will involve visualizing and using data and digital tools, and choosing digital channels to communicate with customers through a promotional campaign. Students will analyze a situation taking the vantage point of a global company and develop a digital plan for a specific geography (chosen by students’ region or country of residence, or other consideration.

The digital marketing plans will be peer reviewed in a crowd-sourcing format as part of a poster session with participation by one or more focal companies. The deliverable will be designed to create value from the perspective of potential employers while achieving pedagogical and experiential goals for learners. Learner assessment for the capstone will include quizzes as well as peer reviews of capstone projects.

Faculty

She is the Director of Strategic Programs and Outreach and an adjunct instructor in the Charles H. Sandage Department of Advertising in the College of Media. Her research and teaching interests are in advertising and entrepreneurship. She was awarded the Chancellor’s Academic Professional Excellence Award in 2015 and was a finalist for the same award in 2013. She was also selected for the Central Illinois Business Forty Under Forty in 2009. She holds an MBA with a concentration in international business from Salem International University and a BS in advertising from the University of Illinois at Urbana-Champaign.
He is the Head of Industry at Google and adjunct instructor of business administration in the College of Business. He is a devoted and artistic practitioner of data who believes that data must express insights in ways that are just as creative as the ideas they activate. He specializes in program, project, and campaign management, account development and solution selling, customer segmentation and targeting, and customer value management. At Google, Hartman and his team partner with major advertisers, creative agencies, and media companies to develop digital solutions that build businesses and brands. His approach mixes science and art to deliver inventive, fact-based strategies that reduce uncertainty and increase effectiveness in the marketing and advertising programs they create. He received his BA from the University of Notre Dame and MBA and MPP at the University of Chicago.
He is a professor of business administration and department head, and John M. Jones Professor of Marketing. He has dozens of publications in highly regarded journals, including the Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research. He has won several teaching and research awards, including the Harold Maynard Award for the best paper in the Journal of Marketing. In 2012, he was listed in Princeton Review’s “The Best 300 Professors.” He serves as an associate editor for the Journal of Marketing, Journal of Supply Chain Management, and the International Journal of Research in Marketing. He has also organized and chaired several conferences, including the 2013 AMA Winter Conference. Rindfleisch holds a PhD from the University of Wisconsin at Madison, an MBA from Cornell University, and a BS from Central Connecticut State University.