Digital Marketing Strategy: Navigating Emerging Media and AI

Illinois Urbana-Champaign studies digital marketing through attention, engagement and data before considering the next era of marketing. The published outcomes connect traditional and digital media with communication goals. This is a strategy-oriented comparison for learners who want to understand channel choices rather than follow only the interface of an advertising tool.

What you will learn

• Describe the digital marketing communication landscape.
• Compare the roles of traditional and digital media.
• Align communication objectives with channel choices.

Who this suits

Beginner-level learners; detailed prerequisites are not listed in the published course facts.

Before you enroll

Use an explicit audience, objective and budget in practice. Separate a strategic hypothesis from evidence that a campaign worked, and compare channel results against the original objective.

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Put it into practice

Compare two channels for a fictional campaign. Explain how each earns attention and what evidence would indicate meaningful engagement rather than a superficial interaction.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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