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 Digital Marketing Capstone offered by Coursera in partnership with University of Illinois 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.
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- Client/Brand Analysis
- The Consumer Decision Journey
- Collect and Analyze Data
- The Channel and Content Strategy
- Test and Control Plan
- Final Digital Marketing Plan Submission
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- 2 months
Start dates & application deadlines
DisciplinesMarketing Digital Communication Digital Marketing View 38 other Short Courses in Digital Communication in United States
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We are not aware of any academic requirements for this programme.
We are not aware of any English requirements for this programme.
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InternationalFreeTuition FeeBased on the tuition of 0 USD for the full programme during 2 months.
NationalFreeTuition FeeBased on the tuition of 0 USD for the full programme during 2 months.
Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project.
Studyportals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.
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Apply and win up to €10000 to cover your tuition fees.