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.
This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Course Overview and Digital Influence on Marketing In this module, 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. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.
Basics of Web Analytics In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.
Basic Analytics Techniques and the Data In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.
Promise and Pitfalls of Digital Data In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.
MOOCs stand for Massive Open Online Courses. These arefree online courses from universities around the world (eg. StanfordHarvardMIT) offered to anyone with an internet connection.
How do I register?
To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.
How do these MOOCs or free online courses work?
MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you. They also have student discussion forums, homework/assignments, and online quizzes or exams.
A rather linear and boring course, containing only videos with the bulk of theory and only some slides to remind you that you`re not in a classroom with the professor at the desk and you taking notes. You think you`d expect a lot more from an online course, maybe some interviews, some case studies, something to make the course somewhat fun and actual. Also the main source for this course was a book written 10 years ago which again makes you wonder...
Very different from Aric`s first course from this specialization which was a joy to go through and where you could tell that the professor was really trying!
This course is helpful if you work in the field and you need extra help understanding the concepts or if you want to finish the Digital Marketing specialization. Otherwise you might as well do something else with your time.
As a traditional analogue marketer I found this course really helpful in getting to grips with key terminology, models and approaches. I now feel much more comfortable discussing the online part of campaigns and communication.
My approach was to do the reading first, then go back to lectures, quizzes and assignments a few days later. This worked well for me, as the lectures are a re-cap of the readings, so serve as a kind of curation and reminder and helped to cement the learning.
As well as the other courses in this specialisation, I would recommend 'Understanding Media by Understanding Google' as a good background to this area for any fellow 'analogue dinosaurs'.
Gabriel Figcompleted this course, spending 3 hours a week on it and found the course difficulty to be easy.
For someone who has had virtually no training in marketing analytics other than the occasional online article this class was immensely helpful. As the name implies it is a course in "theory" so you will be provided with a solid framework to help you understand some of the "Why?" and "How?" thoughts that drive marketing analytics.
So, if you're someone with little experience go for it. If you're an active practitioner this course may not offer anything new, but it would still be worth taking either as a refresher or for the benefit of gaining a different perspective or both.
I just completed the course and felt the coursework and quizzes a bit too easy. Much of the information in the course is garnered from external reading assignments which I found very informative. But the course itself seemed more a collection of lists of "tools" to use in different situations followed by a simple machine-graded quiz and an essay question which is peer reviewed.
There are powerful tools available free online that could be incorporated into the coursework. For five stars, I feel some basic hands-on experience with "tools" should be required for an analytics course.
This was a great class and very well-instructed. The information was relevant both to marketers as well as those who need to have at least some knowledge of how social media is used to market to consumers. The terminology was clear (even to someone with an only adequate knowledge of social media marketing) and the processes used clearly explained. Great resources were also provided throughout. I highly recommend this course.
This is a good course - I'm in digital marketing for quite some time now ... and still I learnt few new concepts and the exercices were a good opportunity to enrich my vision of the topic. Great Learning format as well. Liked the mini quiz!
Immensely helpful for beginners of digital marketing. Thoroughly enjoyed the learning pattern and recap of lessons. Would recommend everyone to take, if interested to know about digital marketing things. As the course name suggested, relevant examples have also been provided with each part. Improvement required on question part, as some of the question are related to memorising- not analytical. Also, Coursera needs to ensure "plagiarism free" assignments to be submitted here by some mechanism. Also, i expected some case studies, innovation discussion, tools usability feedback sort of assignments in this course- which would make it more interesting and insightful. After all, we are here to nurture our senses by developing knowledge horizon in digital marketing contents. Overall, Thank you Kevin for providing a great learning.
Kevin Hartman is a bvery good teacher; He is easy to follow, not simple though, which shows the professional level of the course. His course uses online script - presentation-, so as a foreign student with English as a second language, I could easily follow his lecture, by relating content both from his voice and presentation.
The course presents current market, trends and thoughts of professionals, which is the reason I took it, since I work in the Greek market - which is influenced a lot from the US trends. References, articles, posts, were great, and easy to read, without being long.
I have being participating in other courses in Coursera, and I will miss Mr. Hartman's lecture-style.
Steve T. Petittcompleted this course, spending 12 hours a week on it and found the course difficulty to be medium.
Provides a good foundational understanding of digital marketing and social media analytics tools and resources.
Possibly too much supplemental reading that could have been better lectured through the videos first. However the information covered in the course was useful and does make you curious and think about advantages and disadvantages associated with digital marketing analytics tools and how the data should be assessed.
There are some learnings that I received in this course that I will further review and dig deeper into understanding concepts in more depth. So in that respect the course was useful in terms of opening my eyes up to new things I never thought of before.
This course provides a good foundation for knowledge of business analytics. The videos are concise and informative. He stipulates at the beginning that reading material will be on the quizzes. It begins with some heavy reading, non of which is quizzed in detail. Then later some metrics from readings are quizzed. So for the most part there is no point in taking notes while doing the readings, except for the final module. I found this misleading and haphazard. However, on the whole, this is a solid and informative course.
I thought the course was very useful as a foundation in theories of digital marketing and web analytics. For example, it helped me to consider where I would put my emphasis in digital marketing and web analytics for the new startup I'm developing. In fact, I landed a job interview on the strength of being in this, the second course of the digital marketing specialization. #digitalmarketing #MOOC #Coursera
Good organization and progression on a rapidly changing field. If you are enrolled in the course to learn and gain it is a very good course with many paths for you to explore. If you are taking this for a certificate you will get only an outline of current Digital Marketing strategies... quite simply you get out of it what you put into it. I have gotten several valuable and usable tools from the course.
This is part of the 5 courses digital marketing specialization on Coursera. Overall it was a very interesting and helpful course that cover the basic about web marketing : Zero Moment Of Truth, Customer Decision Journey, web metrics, DATA, DATA and DATA! The professor is very engaging but the content is a bit short, hence the 4 units can be completed in a week :)