This course examines how modern digital marketing integrates technology, creativity, and analytics to shape discovery, competition, and customer experience across digital and physical channels. Through a progression from foundational strategy to content, ecosystem integration, and artificial intelligence, the course explores how brands build trust, deliver value, and drive measurable growth in the contemporary digital marketplace.
Module 1 introduces the foundations of modern digital marketing strategy (i.e., how digitization reshapes discovery, competition, and consumer experience across online and physical channels).
Module 2 builds on this foundation by exploring how content is designed for multi-audience environments where people, algorithms, and generative AI all “read” and respond to information differently.
Module 3 examines the integration of paid, organic, and influencer activities into unified ecosystems that turn storytelling and trust into measurable growth.
Module 4 concludes by showing how artificial intelligence transforms service delivery, where data, empathy, and automation combine to create more personalized and anticipatory customer experiences. Together, these modules chart how technology, creativity, and analytics converge to define success in the modern digital marketplace.
状态：Data Visualization
Data Visualization
状态：Marketing Strategy and Techniques
Marketing Strategy and Techniques
初级·课程·小时
精选评论
LD
5.0·评论日期：Dec 31, 2016
Great course! Give you new thoughts on Consumer Behaviour by using what you learn about marketing analytics. Want to learn more! Can't wait to get to the "practice" in the next course.
OA
5.0·评论日期：Feb 29, 2016
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
JL
5.0·评论日期：Oct 17, 2019
It´s been a great experience to follow the course. It really helps to have a very good understanding of the key principles of the Marketing Digital. Really enjoyed the way of learning !
MQ
4.0·评论日期：Jan 7, 2019
Some of the case study is a bit long time back, still helpful but maybe it will be more effective to read recent theories and articles and researches. Thank you for this great platform.
VB
5.0·评论日期：Apr 16, 2018
Well, this is great course since I did it online, but the material well covered and the lecturer give clear and interesting material through video. I will take another course after this. Thank you.
AV
4.0·评论日期：Nov 8, 2021
I looove the course! Though there were some mistakes in the powerpoint and in the practice quiz (they were repeated or talks about a different topic) at the very end but that's alright!
HS
4.0·评论日期：Aug 27, 2019
Very valuable knowledge about digital marketing analytics and web analytics taught during this course, however some of the supplemental reading materials requires premium subscription
EB
5.0·评论日期：Feb 19, 2016
I really think this is the best Introduction for any beginner who needs to start learning about Digital Analytics. Thank you Prof Kevin for all the information and resources you provided us !
BM
5.0·评论日期：Oct 9, 2019
Very interesting. Kevin explains things really well and introduces complex concepts clearly. I learned a lot from the peer review process -- seeing how other students respond to the exercises.
SC
5.0·评论日期：Jun 3, 2020
I enjoyed learning about the theories behind digital marketing and what all goes into it. I liked how I could see the lessons learned in the class applying to my own life as a consumer.
SR
4.0·评论日期：Sep 1, 2020
A very well covered course. However, it would have been great if examples and best practices were included depicting the use of various digital techniques in a bit more detail. Regards.
ML
5.0·评论日期：Nov 23, 2021
Very good insight in to theory of DMA terminology and review of tools that could be potentially used. Helped me to broaden my perspective and understanding of Digital marketing analytics.
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X
Xueyan Xing
3.0
·评论日期：Apr 11, 2019
This course does give some info about marketing analytics, but to me the course content is not very rich, and it stretched over 4 weeks without a very balanced workload. Readings were mostly outdated or not accessible online anymore. Responses from Coursera teaching team were also quite slow. //// TL;DR: You CAN take this course, but keep in mind you don't really take a lot of knowledge with you after you are done.
P
Priya Verma
3.0
·评论日期：Nov 14, 2018
The examples were old from 2018 perspective. The information shared from Less 4 till Lesson 7 is getting outdated. You may want to update the websites, tools discussed in that session.
T
Tanya Leet
2.0
·评论日期：Oct 24, 2019
This course is completely outdated. Many of the blogs/articles referenced are 5-10 years old, or 404 Not Found, or behind a paywall. Why are we assigned a dense book, last revised in 2004 that is absolutely unnecessary to pass the course? Furthermore, the slides always list different supplemental reading than the overview.
In conclusion, this course is a waste of time unless the content is updated.
A
AKINNAGBE IFEDAYO SIMON
5.0
·评论日期：Jan 23, 2020
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
R
Rahul Kumar
1.0
·评论日期：Oct 25, 2017
Course should be more technical in nature. Most of these slides can be summarized into a single page word document that needs no further explanation. Need to unlock value of having instructor.
A
Akash Subhani
5.0
·评论日期：Jun 24, 2020
After studying this course i was able to get answers of below questions
1: What data do i require for my business?
2: How different datasets are associated with the consumer journey at different stages
3: What tools are available there to to analyze different sorts of data
4: Data driven decision making for marketing quests
5: Common errors and mistakes made by data analysts
V
Vicha Risky Brilliane
5.0
·评论日期：Apr 17, 2018
Well, this is great course since I did it online, but the material well covered and the lecturer give clear and interesting material through video. I will take another course after this. Thank you.
F
filippo irdi
1.0
·评论日期：Mar 20, 2019
Very poor and outdated, all the content is vague and repeat itself many times during the course. Not reccomended
G
Gaurav Bhagat
1.0
·评论日期：Sep 7, 2019
Poor Course Module.The Prof was just reading those slides if slide reading was only thing whats the Point of learning the entire Course Online we could have downloaded.
Prof Kevin Hartman unlike aric rendlifesch course was not at all worth investing.
ZERO Rating.
No Help in my Professional Career.
B
Brett C McCarty
5.0
·评论日期：Oct 10, 2019
Very interesting. Kevin explains things really well and introduces complex concepts clearly. I learned a lot from the peer review process -- seeing how other students respond to the exercises.
O
Olesya Altynbaeva
5.0
·评论日期：Mar 1, 2016
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
M
Margaret Fero
1.0
·评论日期：Feb 7, 2016
Assignments were uninspired and some questions were weird. Also, this textbook is horrible, and is presented in a very inconvenient format (PDF-only, two book pages per page of PDF so you can't effectively read it on a phone).
N
Nurlan Tulepbergenov
5.0
·评论日期：Jul 14, 2019
I really enjoyed to study this course. All lectures were very structured and useful. And I am looking forward for next course where we can go through some practical exercises. Thank you very much for Kevin Hartman for this interesting journey into Marketing analyze
J
JAVIER DIAZ SANCHEZ
5.0
·评论日期：Feb 16, 2019
Thank you for the opportunity to support me economically to complete this course. Thank you Coursera, Thank you University of Illinois. Thank you, because in my country you do not have this quality, nor the opportunity to study. Thank you.
E
Eman El Baradei
5.0
·评论日期：Feb 20, 2016
I really think this is the best Introduction for any beginner who needs to start learning about Digital Analytics. Thank you Prof Kevin for all the information and resources you provided us !
D
David Gelabert
5.0
·评论日期：Dec 3, 2018
Great theoretical background to Digital Marketing Analytics, especially enjoyed learning frameworks to structure data analysis to understand consumer behaviour. Highly recommended.
M
menashe ross
5.0
·评论日期：Feb 17, 2019
Great course. Gives one true insight in to marketing analytics. Highly recommend this course for anyone at any level that has interest in this field of industry.
S
Shri
5.0
·评论日期：Feb 8, 2019
It's great course which gives fundamental concepts on Digital Analytics for Marketing . Online course is interesting and I enjoyed learning it.
R
Robin Gupta
5.0
·评论日期：Dec 19, 2018
Wonderful course with all the little granular details you require to understand as an learner.
S
Sérgio Aires de Oliveira
5.0
·评论日期：Feb 22, 2019
I am learning a lot about marketing analytics. An excelent course. I am enjoying it so much.
