This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 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/). This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
This course is part of the Digital Marketing Specialization
Marketing in a Digital World
Offered By
Syllabus - What you will learn from this course
Week
110 hours to complete
Course Overview and Digital Tools for Developing Innovative New Products
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. Then, you will learn how new digital tools are enabling customers to take a more active role in developing and branding the products they consume.
13 videos (Total 90 min), 11 readings, 7 quizzes
13 videos
What is Marketing?7m
Basic Concept: Product7m
Digital Marketing IQ: Product4m
Digital Concept: Co-Creation, Part 14m
Digital Concept: Co-Creation, Part 214m
Digital Concept: Co-Creation, Part 36m
Case Study Intro: Local Motors2m
Case Study Summary: Local Motors6m
Digital Concept: Doppelgänger Brands, Part 19m
Digital Concept: Doppelgänger Brands, Part 27m
Exercise: Ideas.Lego.com5m
Campus Spotlight: John Rogers9m
11 readings
Pre-course Survey10m
Learner Stories10m
Syllabus10m
About the Discussion Forums10m
Glossary10m
Brand Descriptions10m
Social Media10m
Module 1 Overview10m
Module 1 Readings30m
Optional Resources for Local Motors Case10m
Professor John A. Rogers10m
4 practice exercises
Orientation Quiz10m
Module 1 Basic Concept Practice Quiz4m
Module 1 Digital Concepts Practice Quiz 4m
Digital Tools for Developing Innovative New Products Quiz20m
Week
27 hours to complete
Digital Tools for Persuading Customers to Buy Your Products
How are products promoted in our digital world? In this module, you learn how new digital tools are enabling customers to take a more active role in promotional activities.
10 videos (Total 88 min), 4 readings, 5 quizzes
10 videos
Digital Marketing IQ: Promotion3m
Digital Concept: Authenticity, Part 110m
Digital Concept: Authenticity, Part 28m
Case Study Intro: Pepsi Refresh2m
Case Study Summary: Pepsi Refresh7m
Digital Concept: User Generated Content, Part 110m
Digital Concept: User Generated Content, Part 28m
Exercise: Wikipedia.org12m
Campus Spotlight: Alan Craig15m
4 readings
Module 2 Overview10m
Module 2 Readings30m
Optional Resources for Pepsi Refresh Case10m
Professor Alan Craig10m
3 practice exercises
Module 2 Basic Concept Practice Quiz4m
Module 2 Digital Concepts Practice Quiz4m
Digital Tools for Persuading Customers to Buy Your Products Quiz20m
Week
37 hours to complete
Digital Tools for Effectively Distributing Your Products
How are products being placed and distributed in our digital world? In this module, you learn how new digital tools are dramatically altering the distribution of products and revolutionizing the retail landscape.
12 videos (Total 91 min), 5 readings, 5 quizzes
12 videos
Digital Marketing IQ: Placement3m
Digital Concept: New Retail, Part 19m
Digital Concept: New Retail, Part 28m
Case Study Intro: Threadless3m
Case Study Summary: Threadless6m
Digital Concept: 3D Printing, Part 18m
Digital Concept: 3D Printing, Part 211m
Exercise: Thingiverse.com9m
Thingiverse Exercise Follow-Up8m
OPTIONAL: Video Demonstration of Printing at 3D Hubs1m
Campus Spotlight: Travis Ross11m
5 readings
Module 3 Overview10m
Module 3 Readings30m
Optional Resources for Threadless Case10m
OPTIONAL: Try out a 3D Printer10m
Travis Ross10m
3 practice exercises
Module 3 Basic Concept Practice Quiz4m
Module 3 Digital Concepts Practice Quiz4m
Digital Tools for Effectively Distributing Your Products Quiz20m
Week
47 hours to complete
Digital Tools for Setting the Right Prices for Your Products
How are products priced in our digital world? In this module, you will learn how new digital tools are enabling customers to take a more active role in both evaluating and setting the prices they pay for the products they buy.
12 videos (Total 86 min), 5 readings, 5 quizzes
12 videos
Digital Marketing IQ: Price2m
Digital Concept: Pay What You Want, Part 15m
Digital Concept: Pay What You Want, Part 210m
Case Study Intro: Radiohead2m
Case Study Summary: Radiohead7m
Radiohead Case Study Follow-Up1m
Digital Concept: Price Comparison Tools, Part 16m
Digital Concept: Price Comparison Tools, Part 27m
Exercise: RedLaser.com11m
Campus Spotlight: Hari Sundaram23m
Marketing in a Digital World Conclusion2m
5 readings
Module 4 Overview10m
Module 4 Readings30m
Optional Resources for Radiohead Case10m
Professor Hari Sundaram10m
Post-course survey10m
3 practice exercises
Module 4 Basic Concept Practice Quiz4m
Module 4 Digital Concepts Practice Quiz4m
Digital Tools for Setting the Right Prices for Your Products Quiz20m
46%
started a new career after completing these courses
43%
got a tangible career benefit from this course
Top Reviews
Greetings ,\n\nThis course is very beneficial and i thank the professor and everyone else at Coursera.\n\nPlease direct me, to be a talented successful individual in Digital Marketing.\n\nThank You.
The course is amazing and has all the latest trends in Digital Marketing included. Thing I am missing is the presentation of the more traditional marketing methods as Email Marketing in more detail.
Instructor
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Get a head start on your degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
Start an open course or Specialization today to watch courses featuring iMBA faculty and complete self-paced assignments.
When you complete each course, you’ll earn a certificate that you can add to your LinkedIn and resume.
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About 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.
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?
Is financial aid available?
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