Digital Marketing Channels: Planning
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School: University of Illinois
Registration Link: Digital Marketing Channels: Planning
Start Date: September (Date not specified, though it lasts four weeks)
Workload: 8-10 Hours Per Week
Instructor: Rhiannon Clifton
Credentials: Clifton is the director of strategic partnerships and outreach at the University of Illinois’ College of Media after spending over four years heading the school’s Charles H. Sandage Department of Advertising. She also teaches these courses at the school: Media Entrepreneurship, Using Technology to Create Engaging Campaigns, and The Advertising Industry. Before entering academia, Clifton was a media supervisor at Starcom MediaVest Group in Chicago (now Spark Communications), where her clients included Caterpillar and Motorola. During her tenure, her team won Media Magazine’s “Media Plan of the Year.”
Graded: Not specified.
Description: The internet has been a game-changer for marketers. With platforms like Facebook and Twitter, marketers can engage with their most ardent advocates (and critics). Using tools like microsites, they can easily collect and segment data, to help them better target and customize their offerings. Before understanding, you need planning. In this course, students will study how various marketing outlets – websites, search engine optimization, social media, online content mobile marketing and email marketing – fit with (and even amplify) efforts in other marketing channels. As part of this course, students will also learn how to develop a digital marketing plan and pitch it to internal stakeholders.
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Additional Note: This course is part of the university’s Digital Marketing specialization.