Welcome to Marketing in a Digital World - COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT | Coursera

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Welcome to Marketing in a Digital World

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Marketing in a Digital World

University of Illinois at Urbana-Champaign

4.7 (8,427 ratings) | 320K Students Enrolled

Course 1 of 7 in the Digital Marketing Specialization

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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/). The course was initially launched in 2015, and has been updated in April 2020. 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.

Skills You'll Learn

Digital Marketing, Marketing, Pricing Strategies, Marketing Mix, Product Strategies

Reviews

4.7 (8,427 ratings)

5 stars
76%
4 stars
20%
3 stars
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2 stars
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1 star
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CB

May 30, 2020

I'm a fan of this course! It's the best i've taken so far in Coursera. It's clearly updated and thoughtfully structured. I think this last aspect is SO important for online learning. Thank you Aric!!

KG

Apr 03, 2020

The course was so helpful for me because i am marketing student and i don't have prior knowledge of digital marketing ,this course helped me a lot in developing basic knowledge in digital marketing .

From the lesson

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.

Welcome to Marketing in a Digital World4:16

Taught By

Aric Rindfleisch
John M. Jones Professor of Marketing

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Transcript

[MUSIC] Hi there. Welcome to Marketing In A Digital World. Thank you for participating in this course. Let me begin by providing an overview of the course, talk about where we are going and what you will learn. First of all, let's discuss what this course will not cover. This is not an e-commerce class. We don't examine social media analytics, search engine optimization, or other digital marketing tactics. The other courses in our digital marketing specialization cover these topics in considerable detail. This course will be more strategic in nature, broader in scope, and focus on how digital tools like the internet, smartphones, and 3D printers are changing the marketing landscape. In essence, these tools are altering the roles and practices of both firms and consumers. We will examine these tools, introduce some new concepts and tell some stories about how both firms and consumers are adapting to this changing landscape. This course will consist of four modules. Each module will explore one key foundation of marketing and examine how this foundation is being altered by these digital tools. In our first module, we'll take a look at how digital tools are enabling customers to co-create the products and brands that they consume. This is our product module. In our second module, we'll take a look at how these tools are changing the way that products are being promoted and the role that users play in generating content for these promotional activities. Hence, this is our promotion module. In our third module, we'll take a look at the digitization of product distribution and the changing nature of the retail landscape. We call this our placement module. And fourth and finally, we'll take a look at how new digital tools and techniques are enabling customers to take more control or the price they pay for the products that they buy. This is our price module. We'll examine each of these four modules using a variety of learning modalities including interviews, video lectures, case studies, and hands-on exercises. By engaging in these various learning activities, you should increase your appreciation for how the foundations of marketing are being reshaped to fit our new digital world. More specifically, there are four key lessons that I hope you take away from this course. First, marketing is a process of value exchange that is facilitated by the 4 Ps, Product, Promotion, Placement, and Price. Second, the tools employed in enacting these 4 Ps are increasingly becoming digital and also becoming democratized. Third, this digitization and democratization is altering the roles of both firms and customers. Fourth, as a result, both firms and customers need to adopt new practices and change what they have done in the past. Finally, this course will provide a firm foundation for the rest of the courses in the specialization. Are you ready? Great. Let's get started.

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