About this Course
4.6
4,739 ratings
1,391 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 29 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...
Available languages

English

Subtitles: English, Arabic, Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish...

Skills you will gain

MarketingDigital MarketingMarketing MixPricing Strategies
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 29 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...
Available languages

English

Subtitles: English, Arabic, Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish...

Syllabus - What you will learn from this course

Week
1
Hours to complete
10 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....
Reading
13 videos (Total 90 min), 11 readings, 7 quizzes
Video13 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
Reading11 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
Quiz4 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
2
Hours to complete
7 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....
Reading
10 videos (Total 88 min), 4 readings, 5 quizzes
Video10 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
Reading4 readings
Module 2 Overview10m
Module 2 Readings30m
Optional Resources for Pepsi Refresh Case10m
Professor Alan Craig10m
Quiz3 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
3
Hours to complete
7 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....
Reading
12 videos (Total 91 min), 5 readings, 5 quizzes
Video12 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
Reading5 readings
Module 3 Overview10m
Module 3 Readings30m
Optional Resources for Threadless Case10m
OPTIONAL: Try out a 3D Printer10m
Travis Ross10m
Quiz3 practice exercises
Module 3 Basic Concept Practice Quiz4m
Module 3 Digital Concepts Practice Quiz4m
Digital Tools for Effectively Distributing Your Products Quiz20m
Week
4
Hours to complete
7 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....
Reading
12 videos (Total 86 min), 5 readings, 5 quizzes
Video12 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
Reading5 readings
Module 4 Overview10m
Module 4 Readings30m
Optional Resources for Radiohead Case10m
Professor Hari Sundaram10m
Post-course survey10m
Quiz3 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
4.6
1,391 ReviewsChevron Right
Career direction

53%

started a new career after completing these courses
Career Benefit

47%

got a tangible career benefit from this course

Top Reviews

By HJAug 8th 2016

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.

By ANJan 18th 2017

Great! This first course is an awesome introduction to the digital marketing world. It will change your mind and will open your eyes to show what it's already happenning and you didn't realize yet.

Instructor

Avatar

Aric Rindfleisch

John M. Jones Professor of Marketing
Department of Business Administration
Graduation Cap

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.

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....
Digital Marketing

Frequently Asked Questions

  • 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.

  • 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.

More questions? Visit the Learner Help Center.