Capstone

• Coursera: 
  • Digital Marketing Capstone
• Illinois Catalog BADM 590: Digital Marketing Capstone
• Offered in Fall Term (Nov)

This course is part of the Digital Marketing Specialization.

Course Description

This capstone course is designed to give you a 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 as a team.

This simulation uses real world data and forces you some constraints on the campaign. While an online simulation will never be as rich in complexity as a real-world campaign, it provides a reasonable proxy.

Finally, a bit about the structure. You will do some individual work and some group work, both within the simulation and in the reflections and final presentation that you put together for this capstone.

Instructor

Instructor’s Profile

Coursera Profile

Course Goals and Objectives

• Develop a deeper understanding of Digital Marketing and the various tools used to execute campaigns.
• Develop and execute a targeted ad campaign.
• Understand Search Engine Optimization and basics of landing page design.
• Create and execute an e-mail campaign.
• Analyze various campaign strategies to determine the best strategy.

Topics of this course

• 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

Course Materials

Readings are assigned in each module. You can find a finalized list of readings under the “Readings & Resouces” heading. Students should complete readings before attending the live sessions for each week.

• Core Concepts of Paid Search Marketing
• Basic Tips for Building a Keyword List
• How to Make Data Driven Decisions with PPC

Live Session Schedule (Tentative)

November 8th, 2017 – November 21st, 2017

Course Elements

IN COURSERA

• List of Readings (optional)
• Peer Assignments
• Peer Review

IN COMPASS 2G

• Simulation Rounds
• Required Readings
• Group Assignment
• Group Presentation
• Live Sessions
• Office Hours