This course examines how 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 250,000 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/).
Offered By
Digital Marketing SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
2,005,840 recent views
Learner Career Outcomes
48%
started a new career after completing these courses
46%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 27 hours to complete
English
Subtitles: English
Skills you will gain
Digital MarketingMarketingPricing StrategiesMarketing MixProduct Strategies
Learner Career Outcomes
48%
started a new career after completing these courses
46%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 27 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 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.
Syllabus - What you will learn from this course
8 hours to complete
COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT
In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.
8 hours to complete
10 videos (Total 72 min), 8 readings, 8 quizzes
10 videos
Marketing Overview11m
Product7m
Offering Product Ideas2m
Customer Co-Creation Part 18m
Customer Co-Creation Part 27m
Case Study Introduction: Threadless8m
Sharing Economy Part 110m
Sharing Economy Part 28m
Exercise: Ideas.Lego.com4m
8 readings
Learner Stories10m
Syllabus10m
About the Discussion Forums10m
Glossary10m
Brand Descriptions10m
Module 1 Overview10m
Module 1 Readings1h 30m
Optional Resources for Threadless Case Study10m
6 practice exercises
Orientation Quiz30m
Module 1 Basic Concept Practice Quiz10m
Module 1 Digital Concept 1 Practice Quiz: Customer Co-Creation10m
Module 1 Digital Concept 2 Practice Quiz: Sharing Economy 10m
Exercise Quiz: Ideas.Lego.com30m
Module 1 Review Quiz30m
7 hours to complete
HOW DIGITAL TOOLS ARE CHANGING PROMOTION
In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
7 hours to complete
8 videos (Total 58 min), 3 readings, 7 quizzes
8 videos
Product Reviews2m
User Generated Content Part 110m
User Generated Content Part 27m
Case Study Introduction: GoPro8m
Doppelganger Brand Images Part 19m
Doppelganger Brands Part 27m
Exercise: Wikipedia.org5m
3 readings
Module 2 Overview10m
Module 2 Readings1h 30m
Optional Resources for GoPro Case Study10m
5 practice exercises
Module 2 Basic Concept Practice Quiz10m
Module 2 Digital Concept 1 Practice Quiz: User-Generated Content10m
Module 2 Digital Concept 2 Practice Quiz: Doppleganger Brands10m
Exercise Quiz: Wikipedia.org30m
Module 2 Review Quiz30m
6 hours to complete
HOW DIGITAL TOOLS ARE CHANGING PLACEMENT
In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
6 hours to complete
8 videos (Total 63 min), 3 readings, 7 quizzes
8 videos
Online Shopping2m
New Retail Part 19m
New Retail Part 27m
Case Study Introduction: Tesla8m
Self Manufacturing Part 114m
Self Manufacturing Part 28m
Exercise: Thingiverse.com3m
3 readings
Module 3 Overview10m
Module 3 Readings1h
Optional Resources for Tesla Case Study10m
5 practice exercises
Module 3 Basic Concept Practice Quiz10m
Module 3 Digital Concept 1 Practice Quiz: New Retail10m
Module 3 Digital Concept 2 Practice Quiz: Desktop Manufacturing10m
Exercise Quiz: Thingiverse.com30m
Module 3 Review Quiz30m
6 hours to complete
HOW DIGITAL TOOLS ARE CHANGING PRICE
In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.
6 hours to complete
8 videos (Total 54 min), 3 readings, 7 quizzes
8 videos
Online Price Search2m
Pay What You Want8m
Pay What You Want Part 26m
Case Study Introduction: Panera7m
Freemium Part 19m
Freemium Part 28m
Exercise: It's Full of Sparks4m
3 readings
Module 4 Overview10m
Module 4 Readings1h
Optional Resources for Panera Case Study10m
5 practice exercises
Module 4 Basic Concept Practice Quiz10m
Module 4 Digital Concept 1 Practice Quiz: Pay What You Want10m
Module 4 Digital Concept 2 Practice Quiz: Freemium10m
Exercise Quiz: It's Full of Sparks30m
Module 4 Review 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?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
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.
