Marketing in a Digital World

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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.

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Didn't find what you were looking for? See also: 3D, Internet marketing, Business English, Part time MBA, and Online MBA.

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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 4.6 stars Average User Rating 4.6See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

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 expand


  1. Reading: Learner Stories
  2. Video: Welcome to Marketing in a Digital World
  3. Reading: Syllabus
  4. Reading: About the Discussion Forums
  5. Video: What is Marketing?
  6. Reading: Glossary
  7. Reading: Brand Descriptions
  8. Reading: Social Media
  9. Reading: Getting to Know Your Classmates
  10. Practice Quiz: Orientation Quiz
  11. Reading: Module 1 Overview
  12. Reading: Module 1 Readings
  13. Video: Basic Concept: Product
  14. Video: Digital Marketing IQ: Product
  15. Practice Quiz: Module 1 Basic Concept Practice Quiz
  16. Video: Digital Concept: Co-Creation, Part 1
  17. Video: Digital Concept: Co-Creation, Part 2
  18. Video: Digital Concept: Co-Creation, Part 3
  19. Reading: Optional Resources for Local Motors Case
  20. Video: Case Study Intro: Local Motors
  21. Video: Case Study Summary: Local Motors
  22. Video: Digital Concept: Doppelgänger Brands, Part 1
  23. Video: Digital Concept: Doppelgänger Brands, Part 2
  24. Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
  25. Practice Quiz: Module 1 Digital Concepts Practice Quiz
  26. Video: Exercise: Ideas.Lego.com
  27. Video: Campus Spotlight: John Rogers
  28. 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 expand


  1. Reading: Module 2 Overview
  2. Reading: Module 2 Readings
  3. Video: Basic Concept: Promotion
  4. Video: Digital Marketing IQ: Promotion
  5. Practice Quiz: Module 2 Basic Concept Practice Quiz
  6. Video: Digital Concept: Authenticity, Part 1
  7. Video: Digital Concept: Authenticity, Part 2
  8. Reading: 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. Practice Quiz: Module 2 Digital Concepts Practice Quiz
  14. Video: Exercise: Wikipedia.org
  15. Video: Campus Spotlight: Alan Craig
  16. 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 expand


  1. Reading: Module 3 Overview
  2. Reading: Module 3 Readings
  3. Video: Basic Concept: Placement
  4. Video: Digital Marketing IQ: Placement
  5. Practice Quiz: Module 3 Basic Concept Practice Quiz
  6. Video: Digital Concept: New Retail, Part 1
  7. Video: Digital Concept: New Retail, Part 2
  8. Reading: 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. Practice Quiz: Module 3 Digital Concepts Practice Quiz
  14. Video: Exercise: Thingiverse.com
  15. Video: Thingiverse Exercise Follow-Up
  16. Reading: OPTIONAL: Try out a 3D Printer
  17. Video: OPTIONAL: Video Demonstration of Printing at 3D Hubs
  18. Video: Campus Spotlight: Travis Ross
  19. 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, 4 readings, 2 practice quizzes expand


  1. Reading: Module 4 Overview
  2. Reading: Module 4 Readings
  3. Video: Basic Concept: Price
  4. Video: Digital Marketing IQ: Price
  5. Practice Quiz: 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. Reading: 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. Practice Quiz: Module 4 Digital Concepts Practice Quiz
  15. Video: Exercise: RedLaser.com
  16. Video: Campus Spotlight: Hari Sundaram
  17. Reading: Professor Hari Sundaram
  18. Video: Marketing in a Digital World Conclusion

Graded: Case Discussion: Radiohead
Graded: RedLaser Exercise
Graded: Digital Tools for Setting the Right Prices for Your Products Quiz
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