What you'll learn
Course Overview & Module 1 Client/Brand Analysis
Module 2 The Consumer Decision Journey
Module 3 Collect and Analyze Data
Module 4 The Channel and Content Strategy
Module 5 Test and Control Plan
Module 6 Final Digital Marketing Plan Submission
The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2017, they had sales of US Dollar 10.4 Billion, and about 60% of orders originated online. You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com.
You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization. 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.
Access to a computer or mobile device with an internet connection.
Motivation to learn!
There are no special materials or prerequisite knowledge required for this course.
Who this course is for
Students who are new to this field
Students willing to put in a couple hours to learn about Digital Marketing Capstone
Advanced students wanting to add another skill to their portfolio
Aric Rindfleisch – John M. Jones Professor of Marketing – Department of Business Administration
Kevin Hartman – Visiting Professor & Head of Analytics at Google – College of Business
Rhiannon Clifton – Program Director – Charles H. Sandage Department of Advertising
Vishal Sachdev – Clinical Assistant Professor , Director, Illinois MakerLab – Business Administration
Mike Yao – Associate Professor of Digital Media – Charles H. Sandage Department of Advertising
This course includes
Option for learning at your own pace
Videos and reading material about the course
Assessed tasks with feedback from other course participants
Evaluated tests with feedback
Evaluated programming tasks