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Marketing in a Digital World

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Marketing in a Digital World

University of Illinois at Urbana-Champaign

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
University of Illinois at Urbana-Champaign

  • Aric Rindfleisch

    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
LevelBeginner
Commitment4 weeks of study, 6-8 hours/week
Language
English, Subtitles: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish
How To PassPass all graded assignments to complete the course.
User Ratings
4.6 stars
Average User Rating 4.6See what learners said
Complete this course to work toward:
Specialization
Digital Marketing Specialization
This course is part of the 7-course Digital Marketing Specialization from University of Illinois at Urbana-Champaign
Learn More

Degree
Master of Business Administration (iMBA)
This course is part of the fully-online 18 courses plus three capstone projects degree program
Learn More
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
  1. Video: Welcome to Marketing in a Digital World
  2. Lecture: Pre-course Survey
  3. Demande de discussion: Digital world
  4. Lecture: Learner Stories
  5. Lecture: Syllabus
  6. Lecture: About the Discussion Forums
  7. Video: What is Marketing?
  8. Lecture: Glossary
  9. Lecture: Brand Descriptions
  10. Lecture: Social Media
  11. Quiz pour s'exercer: Orientation Quiz
  12. Lecture: Module 1 Overview
  13. Lecture: Module 1 Readings
  14. Video: Basic Concept: Product
  15. Video: Digital Marketing IQ: Product
  16. Quiz pour s'exercer: Module 1 Basic Concept Practice Quiz
  17. Video: Digital Concept: Co-Creation, Part 1
  18. Video: Digital Concept: Co-Creation, Part 2
  19. Video: Digital Concept: Co-Creation, Part 3
  20. Lecture: Optional Resources for Local Motors Case
  21. Video: Case Study Intro: Local Motors
  22. Video: Case Study Summary: Local Motors
  23. Video: Digital Concept: Doppelgänger Brands, Part 1
  24. Video: Digital Concept: Doppelgänger Brands, Part 2
  25. Examen par les pairs: OPTIONAL: Doppelgänger Brand Image Activity
  26. Quiz pour s'exercer: Module 1 Digital Concepts Practice Quiz
  27. Video: Exercise: Ideas.Lego.com
  28. Video: Campus Spotlight: John Rogers
  29. Lecture: 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
  1. Lecture: Module 2 Overview
  2. Lecture: Module 2 Readings
  3. Video: Basic Concept: Promotion
  4. Video: Digital Marketing IQ: Promotion
  5. Quiz pour s'exercer: Module 2 Basic Concept Practice Quiz
  6. Video: Digital Concept: Authenticity, Part 1
  7. Video: Digital Concept: Authenticity, Part 2
  8. Lecture: Optional Resources for Pepsi Refresh Case
  9. Video: Case Study Intro: Pepsi Refresh
  10. Video: Case Study Summary: Pepsi Refresh
  11. Video: Digital Concept: User Generated Content, Part 1
  12. Video: Digital Concept: User Generated Content, Part 2
  13. Quiz pour s'exercer: Module 2 Digital Concepts Practice Quiz
  14. Video: Exercise: Wikipedia.org
  15. Video: Campus Spotlight: Alan Craig
  16. Lecture: 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
  1. Lecture: Module 3 Overview
  2. Lecture: Module 3 Readings
  3. Video: Basic Concept: Placement
  4. Video: Digital Marketing IQ: Placement
  5. Quiz pour s'exercer: Module 3 Basic Concept Practice Quiz
  6. Video: Digital Concept: New Retail, Part 1
  7. Video: Digital Concept: New Retail, Part 2
  8. Lecture: Optional Resources for Threadless Case
  9. Video: Case Study Intro: Threadless
  10. Video: Case Study Summary: Threadless
  11. Video: Digital Concept: 3D Printing, Part 1
  12. Video: Digital Concept: 3D Printing, Part 2
  13. Quiz pour s'exercer: Module 3 Digital Concepts Practice Quiz
  14. Video: Exercise: Thingiverse.com
  15. Video: Thingiverse Exercise Follow-Up
  16. Lecture: OPTIONAL: Try out a 3D Printer
  17. Video: OPTIONAL: Video Demonstration of Printing at 3D Hubs
  18. Video: Campus Spotlight: Travis Ross
  19. Lecture: 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
  1. Lecture: Module 4 Overview
  2. Lecture: Module 4 Readings
  3. Video: Basic Concept: Price
  4. Video: Digital Marketing IQ: Price
  5. Quiz pour s'exercer: Module 4 Basic Concept Practice Quiz
  6. Video: Digital Concept: Pay What You Want, Part 1
  7. Video: Digital Concept: Pay What You Want, Part 2
  8. Lecture: Optional Resources for Radiohead Case
  9. Video: Case Study Intro: Radiohead
  10. Video: Case Study Summary: Radiohead
  11. Video: Radiohead Case Study Follow-Up
  12. Video: Digital Concept: Price Comparison Tools, Part 1
  13. Video: Digital Concept: Price Comparison Tools, Part 2
  14. Quiz pour s'exercer: Module 4 Digital Concepts Practice Quiz
  15. Video: Exercise: RedLaser.com
  16. Video: Campus Spotlight: Hari Sundaram
  17. Lecture: Professor Hari Sundaram
  18. Video: Marketing in a Digital World Conclusion
  19. Lecture: 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
Travail en cours
Travail en cours

Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.

Aide de la part de vos pairs
Aide de la part de vos pairs

Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.

Certificats
Certificats

Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.

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

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Access to graded materials

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Receive a final grade

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Earn a shareable Course Certificate

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Ratings and Reviews
Rated 4.6 out of 5 of 4,052 ratings
Hiren Italiya

Very good course with a fine case studies.

a

AWESOME!!

This course will help you in learning a lot of new things.All thing are explained in a very proper manner. Enroll in this course to learn best of digital marketting

Albert Klier

The course is excellent. It combines academic insightshands-on experience as well as up-to-date insights into resarch - all of this presented by a Professor with a deep understanding of the topic, presenting it in a very pleasant and motivating manner. You´ll be surprised !

Sherif Mostafa  Elsayed

Very interactive , added value and info course



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