This Capstone of the Digital Marketing Specialization lasts four weeks and is meant to help you apply the principles that you have studied in the previous courses.
This capstone course will give you practical experience in running a digital marketing campaign for an imaginary company that sells electronics. You have already learned how to create strategies for identifying the objectives of a company, defining a few key ones and researching alternatives to reach customers in their decision-making process. Instead of creating another plan, this capstone will see you execute a campaign. To do this, you will use an online simulation. As a marketing manager, you will sell digital cameras online via their websitestore. You will review the products, pricing and margins as well as historical sales. After researching the keywords that are most relevant to your products, you will be able to create an ad campaign. We will also cover the basics of search engine optimization and landing page design. Then, you will create and implement an email campaign. After these campaigns have been executed, you will receive feedback about the KPI's, such as revenue, profits and traffic. This will give you the opportunity to re-run the campaign with new strategies to increase your KPI's in round 2. This course is part of iMBA, an online MBA that offers flexibility and accreditation at a very affordable price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
