Digital Marketing: Platforms, Data, and Technologies

University of Illinois at Urbana-Champaign via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

11 hours 36 minutes
Sessions

On-Demand
Subtitles

Arabic, French, Portuguese, Italian, German, Russian, English, Spanish, Thai, Indonesian, Kazakh, Hindi, Swedish, Korean, Greek, Chinese, Ukrainian, Japanese, Polish, Dutch, Turkish, Hungarian, Bengali, Pashto, Urdu, Azerbaijani, Farsi

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Overview

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Successfully marketing brands today requires a well-balanced blend of art, science, and technology. This course introduces students to the systems and infrastructures that underpin modern digital marketing, from recommendation engines and visual analytics to blockchain-enabled transparency and advanced data measurement frameworks. The goal is to equip learners with the tools and reasoning needed to design, evaluate, and govern marketing technologies that drive personalization, trust, and performance at scale. Digital Marketing/Platforms, Data, and Technologies is the second in a two-part series of complementary courses. It focuses on how marketers use data architectures, algorithms, and integrity systems to understand consumers, predict behavior, and ensure fairness and accountability in a rapidly evolving digital ecosystem. Together, these insights form the technological backbone of modern marketing strategy. This course is part of Gies College of Business’ suite of online programs, including iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Syllabus

Course Overview and Module 1: Recommendation System Design

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. It also covers module 1, which is about how recommendation systems influence what users see and choose.

Visual Listening

This module introduces visual listening as an AI-driven approach to analyzing images, videos, and multimodal content in a visual-first digital landscape. It shows how marketers use visual intelligence to detect cultural trends, inform creative strategy, coordinate across channels, and responsibly integrate AI into brand decision-making.

Blockchain For Digital Marketing

This module explores blockchain as an infrastructure for trust in modern marketing. It covers the foundations of decentralized ledgers, smart contracts, and digital assets, showing how blockchain enables transparency, authenticity, and accountability across supply chains, loyalty systems, digital advertising, and brand–consumer relationships.

Measurement Challenges

This module explores the growing difficulty of reliable measurement in digital marketing amid privacy restrictions and fragmented data. It examines data gaps, data poisoning, and data overload, emphasizing the need for resilient measurement systems that maintain credibility despite incomplete, manipulated, or overwhelming data

Taught by

Kevin Hartman

Reviews

4.2 rating, based on 23 Class Central reviews

4.5 rating at Coursera based on 3357 ratings

Start your review of Digital Marketing: Platforms, Data, and Technologies

Anonymous

*edited review*

I decided to update this review because I felt that my previous review was too critical. Yes, this course had some technical glitches in the early phases and it took longer than I would have liked to be fixed, but the content is very solid (and those glitches have been fixed by the way).

It's a great supplement to the Marketing Analytics in Theory course that precedes it.
Ravi Prakash
3

This was great experience. Professor Kevin shared a wealth of knowledge about Digital Aanalytics. A big thanks to Professor Kevin and Coursera for making all this possible for us.
Alejandro Matheu
3

Really good course, very complete, but i think is not for beginners, some topics were very hard, so I had to investigase much more of what the course professor recommended.
The Professor incredible, he really knows what is he talking about.
Very easy to understand.
I loved the course. I recommended it.
I didn't give 5 stars, because I think is to hard, and isn't for beginners.
Lonny O'Brien
2

Great course, I really enjoyed the structure, examples, frameworks and practical examples. I was able to apply many of the lessons immediately in my day-to-day work.
Anonymous

I really liked the thoroughness of the course structure and the facilitator's methodology of presenting was engaging yet easy to understand.
Anonymous

Prof. Hartman is a very competent professor. In his lectures, you could see that he has a wealth of knowledge about this subject. What I like about his course is that he provided a very good and structured framework and the suggested readings are all very helpful in learning more about the course topics. Perhaps the only suggestion I would make to this course is that to make it more powerful, provide case studies for hands-on practice in analysis. Overall, it was a good course.
Anonymous

I expected this course to have more practice and examples and to go deeper in the different topics. The practical assignments didn't teach me much.
Anonymous

A good introduction to the topic, but not more. Hands-on analytics would have been interesting, but are not part of the course.
Anonymous

The course is rightly sized with the relevant content with inputs adequate enough to get a hands on experience on the usage of required tools. Helped me to analyse the real time issues faced in my own workplace. Would be quite an interesting module for Data savy guys digging the digital data with a thirst for an insight...!
Sivabharath
1

I got a very deep understanding from the cours of Digital Marketing in Practice. Whatever I've learnt in the previous lesson/course was really helpful in completing this session. I'm very happy to be he part of MOOC's and thanks to coursera and Illinois. Really It's going to help me in my career.
Yinghong Chen

Great instructor. Who else is better to learn from than the google marketing guru? I am very happy I chose this course. Now I am not a digital marketing know nothing kind of person!
Anonymous

A solid course with real life examples to guide you in the learning process. Highly recommended for all marketers especially helpful with social media metrics to be measured and the reasons for this
Carlos Alvarez

Great content. It's a great introduction into the world of digital marketing, the tools used in the real world and how you go about collecting and analyzing data.
Anonymous

Highly recommended for those who wants to have a deep insight on digital analytics. I found the MAP particularly helpful to work through from planning to digital visualization stage.
Yuliia Kondaurova

The course is very practical. Just follow the instructions of Prof. Hartman and your success is guaranteed. Now is the time to learn about foundations of marketing analytics!
Mick Rodgers

A great course for anyone into data analytics, Marketing or business trends. Highly recommended. You can get a lot done with just 5hrs per week.
Anonymous

This part should be taken after the theory part to learn about its application. The framework provided by the instructor is solid and interesting.
Nitin Binhani
19
AbdelazizAOumar
Ashikin Aziz
2