This course is part of the Digital Marketing Specialization

4.7
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16,734 ratings

Aric Rindfleisch

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Part of the Master of Business Administration (iMBA) degree
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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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This course examines how new digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 500,000 learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/).
You will be able to: 
•	Understand how digital tools are changing the nature of marketing
•	Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities
•	Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts
This course is part of Gies College of Business’ suite of online programs, including the 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/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 28 hours to complete

English

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Skills you will gain

Digital Marketing
Marketing
Pricing Strategies
Marketing Mix
Product Strategies

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 28 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.84/5 (4,403 Ratings)

Aric Rindfleisch

John M. Jones Professor of Marketing

Department of Business Administration

627,449 Learners

10 Courses

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

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

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Syllabus - What you will learn from this course

Content Rating98%(118,023 ratings)

Week1

Week 1

9 hours to complete

COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT

9 hours to complete

12 videos (Total 86 min), 11 readings, 8 quizzes

12 videos

Welcome to Marketing in a Digital World4mMarketing Overview11mLearn on Your Terms30sProduct7mOffering Product Ideas2mCustomer Co-Creation Part 18mCustomer Co-Creation Part 27mCase Study Introduction: Threadless8mSharing Economy Part 110mSharing Economy Part 28mExercise: Ideas.Lego.com4mInterview with Martijn Scheijbeler13m

11 readings

Learner Stories10mSyllabus10mCourse Diagram10mAbout the Discussion Forums10mGlossary10mBrand Descriptions10mLearn More About Flexible Learning Paths10mePub10mModule 1 Overview10mModule 1 Readings and Transcript1h 30mOptional Resources for Threadless Case Study10m

6 practice exercises

Orientation Quiz30mModule 1 Basic Concept Practice Quiz10mModule 1 Digital Concept 1 Practice Quiz: Customer Co-Creation10mModule 1 Digital Concept 2 Practice Quiz: Sharing Economy 10mExercise Quiz: Ideas.Lego.com30mProduct Quiz30m

Week2

Week 2

7 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PROMOTION

7 hours to complete

9 videos (Total 68 min), 3 readings, 7 quizzes

9 videos

Promotion7mProduct Reviews2mUser Generated Content Part 110mUser Generated Content Part 27mCase Study Introduction: GoPro8mDoppelganger Brand Images Part 19mDoppelganger Brands Part 27mExercise: Wikipedia.org5mInterview with Rafael Schwarz10m

3 readings

Module 2 Overview10mModule 2 Readings and Transcript1h 30mOptional Resources for GoPro Case Study10m

5 practice exercises

Module 2 Basic Concept Practice Quiz10mModule 2 Digital Concept 1 Practice Quiz: User-Generated Content10mModule 2 Digital Concept 2 Practice Quiz: Doppleganger Brands10mExercise Quiz: Wikipedia.org30mPromotion Quiz30m

Week3

Week 3

6 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PLACEMENT

6 hours to complete

9 videos (Total 77 min), 3 readings, 7 quizzes

9 videos

Placement7mOnline Shopping2mNew Retail Part 19mNew Retail Part 27mCase Study Introduction: Tesla8mSelf Manufacturing Part 114mSelf Manufacturing Part 28mExercise: Thingiverse.com3mInterview with Alan Craig & Max Collins13m

3 readings

Module 3 Overview10mModule 3 Readings and Transcript1hOptional Resources for Tesla Case Study10m

5 practice exercises

Module 3 Basic Concept Practice Quiz10mModule 3 Digital Concept 1 Practice Quiz: New Retail10mModule 3 Digital Concept 2 Practice Quiz: Desktop Manufacturing10mExercise Quiz: Thingiverse.com30mPlacement Quiz30m

Week4

Week 4

7 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PRICE

7 hours to complete

10 videos (Total 68 min), 6 readings, 7 quizzes

10 videos

Price Overview7mOnline Price Search2mPay What You Want8mPay What You Want Part 26mCase Study Introduction: Panera7mFreemium Part 19mFreemium Part 28mExercise: It's Full of Sparks4mInterview with Cody Burch9mGies Online Programs3m

6 readings

Module 4 Overview10mModule 4 Readings1hOptional Resources for Panera Case Study10mCongratulations!10mPlease Rate this Course on Class Central10mGet Your Course Certificate10m

5 practice exercises

Module 4 Basic Concept Practice Quiz10mModule 4 Digital Concept 1 Practice Quiz: Pay What You Want10mModule 4 Digital Concept 2 Practice Quiz: Freemium10mExercise Quiz: It's Full of Sparks30mPrice Quiz30m

Reviews

4.7

5393 reviews

5 stars
79.62%
4 stars
16.79%
3 stars
2.15%
2 stars
0.50%
1 star
0.93%

TOP REVIEWS FROM MARKETING IN A DIGITAL WORLD

by SRJun 9, 2020

I really enjoyed this course. This helps me to know about the 4Ps and how it can be used by a firm to attain profit and also how digital tools and strategies play role in building the 4Ps for a firm.

by DRMar 4, 2020

A thought provoking course which highlights the benefits of modern digital tools and applies them to marketing theory and how digital tools are changing the landscape of marketing. Highly recommend!

by OAMay 30, 2019

A really useful course, which contains new information about 3D Printing, and some new strategies for digital marketing. If you are new to digital marketing, I advise you to start with this course.

by MSMay 27, 2020

This is very helpful in making me learning about marketing in digital world. This is also going to be helpful for me in future. And as well the certificate of this will be beneficial for me in future.

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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. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Marketing in a Digital World

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