This course is part of the Digital Marketing Specialization

Aric Rindfleisch

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Part of the Master of Science in Accountancy (iMSA) degree

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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, "How has the Digital Revolution impacted Marketing in an Analog World?
This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure.

Learner Career Outcomes

27%

started a new career after completing these courses

27%

got a tangible career benefit from this course

10%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 6 of 7 in the

Digital Marketing Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 20 hours to complete

English

Subtitles: English

Instructor

Instructor rating

4.87/5 (95 Ratings)

Aric Rindfleisch

John M. Jones Professor of Marketing

Department of Business Administration

493,656 Learners

6 Courses

Learner Career Outcomes

27%

started a new career after completing these courses

27%

got a tangible career benefit from this course

10%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 6 of 7 in the

Digital Marketing Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 20 hours to complete

English

Subtitles: English

Offered by

University of Illinois at Urbana-Champaign

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.

Start working towards your Master's degree

This course is part of the 100% online Master of Science in Accountancy (iMSA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

Learn More

Syllabus - What you will learn from this course

Content Rating96%(3,213 ratings)

Week

Week 1

6 hours to complete

Course Overview and Digital Dominance

6 hours to complete

12 videos (Total 117 min), 8 readings, 4 quizzes

12 videos

Course Introduction7m

Digital vs. Analog (Side 1)8m

Digital vs. Analog (Side 2)9m

Basic Concept: Domination6m

Vicarious Learning Activity: Typewriter5m

Lecture 1: Efficiency (Side 1)7m

Lecture 1: Efficiency (Side 2)10m

Case Study: U of I Credit Union12m

Lecture 2: Democracy (Side 1)8m

Lecture 2: Democracy (Side 2)10m

Exercise: Purchase Online11m

Research Insights: Donna Hoffman19m

8 readings

Syllabus10m

Glossary10m

Brand Descriptions10m

Readings, Videos, & Audio10m

Course Diagram10m

Module 1 Overview10m

Module 1 Readings10m

Optional Resources for U of I Credit Union Case10m

2 practice exercises

Orientation Quiz30m

Digital Dominance Quiz30m

Week

Week 2

5 hours to complete

Analog Resistance

5 hours to complete

9 videos (Total 74 min), 3 readings, 3 quizzes

9 videos

Basic Concept: Resistance5m

Vicarious Learning Activity: Adult Coloring Books4m

Lecture 1: Physicality (Side 1)7m

Lecture 1: Physicality (Side 2)10m

Case Study: Willard Airport11m

Lecture 2: Protection (Side 1)6m

Lecture 2: Protection (Side 2)8m

Exercise: Visit a Physical Store 14m

Research Insights: Markus Giesler13m

3 readings

Module 2 Overview10m

Module 2 Readings10m

Optional Resources for Willard Airport Case1h

1 practice exercise

Analog Resistance Quiz30m

Week

Week 3

4 hours to complete

Digital & Analog Symmetry

4 hours to complete

9 videos (Total 87 min), 3 readings, 3 quizzes

9 videos

Basic Concept: Synergy5m

Vicarious Learning Activity: Ink Hunter4m

Lecture 1: Glocal (Side 1)7m

Lecture 1: Glocal (Side 2)9m

Case Study: Amazon@Illinois14m

Lecture 2: TouchTech (Side 1)9m

Lecture 2: TouchTech (Side 2)7m

Exercise: Augmented Reality App6m

Research Insights: David Bell22m

3 readings

Module 3 Overview10m

Module 3 Readings10m

Optional Resources for Amazon@Illinois10m

1 practice exercise

Digital & Analog Synergy Quiz30m

Week

Week 4

5 hours to complete

Analog Transformation

5 hours to complete

11 videos (Total 84 min), 4 readings, 3 quizzes

11 videos

Basic Concept: Transformation7m

Vicarious Learning Activity: Thingiverse Customizer6m

Lecture 1: Embracing (Side 1)6m

Lecture 1: Embracing (Side 2)7m

Case Study: Illinois Athletics12m

Lecture 2: Distancing (Side 1)8m

Lecture 2: Distancing (Side 2)8m

Exercise: Visit a Physical Store 24m

Research Insights: Wayne Hoyer15m

Course Wrap Up2m

Gies Online Programs3m

4 readings

Module 4 Overview10m

Module 4 Readings10m

Optional Resources for Illini Athletics10m

Congratulations!10m

1 practice exercise

Analog Transformation Quiz30m

About the Digital Marketing Specialization

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

More questions? Visit the Learner Help Center.

Marketing in an Analog World

About this Course

Learner Career Outcomes

27%

27%

10%

Instructor

Aric Rindfleisch

Learner Career Outcomes

27%

27%

10%

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Overview and Digital Dominance

Week 2

Analog Resistance

Week 3

Digital & Analog Symmetry

Week 4

Analog Transformation

Reviews

TOP REVIEWS FROM MARKETING IN AN ANALOG WORLD

About the Digital Marketing Specialization

Frequently Asked Questions

Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

More

Marketing in an Analog World

About this Course

Learner Career Outcomes

27%

27%

10%

Instructor

Aric Rindfleisch

Learner Career Outcomes

27%

27%

10%

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Overview and Digital Dominance

Week 2

Analog Resistance

Week 3

Digital & Analog Symmetry

Week 4

Analog Transformation

Reviews

TOP REVIEWS FROM MARKETING IN AN ANALOG WORLD

About the Digital Marketing Specialization

Frequently Asked Questions

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Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

More