About this course: 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.
Created by: University of Illinois at Urbana-Champaign
Taught by: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| Basic Info | Course 1 of 7 in the Digital Marketing Specialization |
| Level | Beginner |
| Commitment | 4 weeks of study, 6-8 hours/week |
| Language | English, Subtitles: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Complete this course to work toward:
Digital Marketing Specialization
This course is part of the 7-course Digital Marketing Specialization from University of Illinois at Urbana-Champaign
Master of Business Administration (iMBA)
This course is part of the fully-online 18 courses plus three capstone projects degree program
Syllabus
WEEK 1
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, 11 readings, 3 practice quizzes
- Reading: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- Video: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Cuestionario de práctica: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: Basic Concept: Product
- Video: Digital Marketing IQ: Product
- Cuestionario de práctica: Module 1 Basic Concept Practice Quiz
- Video: Digital Concept: Co-Creation, Part 1
- Video: Digital Concept: Co-Creation, Part 2
- Video: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Video: Case Study Intro: Local Motors
- Video: Case Study Summary: Local Motors
- Video: Digital Concept: Doppelgänger Brands, Part 1
- Video: Digital Concept: Doppelgänger Brands, Part 2
- Revisión por el compañero: OPTIONAL: Doppelgänger Brand Image Activity
- Cuestionario de práctica: Module 1 Digital Concepts Practice Quiz
- Video: Exercise: Ideas.Lego.com
- Video: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
Graded: Case Discussion: Local Motors
Graded: Lego Ideas Exercise
Graded: Digital Tools for Developing Innovative New Products Quiz
WEEK 2
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, 4 readings, 2 practice quizzes
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: Digital Marketing IQ: Promotion
- Cuestionario de práctica: Module 2 Basic Concept Practice Quiz
- Video: Digital Concept: Authenticity, Part 1
- Video: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Video: Case Study Intro: Pepsi Refresh
- Video: Case Study Summary: Pepsi Refresh
- Video: Digital Concept: User Generated Content, Part 1
- Video: Digital Concept: User Generated Content, Part 2
- Cuestionario de práctica: Module 2 Digital Concepts Practice Quiz
- Video: Exercise: Wikipedia.org
- Video: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
Graded: Case Discussion: Pepsi Refresh
Graded: Wikipedia Exercise
Graded: Digital Tools for Persuading Customers to Buy Your Products Quiz
WEEK 3
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, 5 readings, 2 practice quizzes
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: Digital Marketing IQ: Placement
- Cuestionario de práctica: Module 3 Basic Concept Practice Quiz
- Video: Digital Concept: New Retail, Part 1
- Video: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Video: Case Study Intro: Threadless
- Video: Case Study Summary: Threadless
- Video: Digital Concept: 3D Printing, Part 1
- Video: Digital Concept: 3D Printing, Part 2
- Cuestionario de práctica: Module 3 Digital Concepts Practice Quiz
- Video: Exercise: Thingiverse.com
- Video: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Video: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Video: Campus Spotlight: Travis Ross
- Reading: Travis Ross
Graded: Case Discussion: Threadless
Graded: Thingiverse Exercise
Graded: Digital Tools for Effectively Distributing Your Products Quiz
WEEK 4
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, 5 readings, 2 practice quizzes
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: Digital Marketing IQ: Price
- Cuestionario de práctica: Module 4 Basic Concept Practice Quiz
- Video: Digital Concept: Pay What You Want, Part 1
- Video: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Video: Case Study Intro: Radiohead
- Video: Case Study Summary: Radiohead
- Video: Radiohead Case Study Follow-Up
- Video: Digital Concept: Price Comparison Tools, Part 1
- Video: Digital Concept: Price Comparison Tools, Part 2
- Cuestionario de práctica: Module 4 Digital Concepts Practice Quiz
- Video: Exercise: RedLaser.com
- Video: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- Video: Marketing in a Digital World Conclusion
- Reading: Post-course survey
Graded: Case Discussion: Radiohead
Graded: RedLaser Exercise
Graded: Digital Tools for Setting the Right Prices for Your Products Quiz
FAQs
How It Works
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
Creators
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
amazing content and very well explained
This course is just too interesting. I'm glad I took this course. It has exposed me to the changes taking place in the digital world as regards marketing. I recommend that everyone aspiring to be a professional in the marketing environment endeavor to take this course.
I enjoyed this class very much! I was impressed with Prof. Aric's teaching style and the way he used interesting case studies to give us examples of how digital marketing techniques worked (or didn't work) in the real world. The projects gave my critical thinking skills a workout. Loved my first Coursera course and ready to dive in for more!
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I think the professor has gone above and beyond in preparing for the course. Much more in depth than other courses I have taken online.