Об этом курсе
4.7
Оценки: 211
Рецензии: 39
Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, "How has the Digital Revolution impacted Marketing in an Analog World? This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure....
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Beginner Level

Начальный уровень

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Предполагаемая нагрузка: 7 hours/week

Прибл. 22 ч. на завершение
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English

Субтитры: English
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Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

Предполагаемая нагрузка: 7 hours/week

Прибл. 22 ч. на завершение
Comment Dots

English

Субтитры: English

Программа курса: что вы изучите

1

Раздел
Clock
8 ч. на завершение

Course Overview and Module 1 Digital Dominance of the Analog World

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Reading
12 видео (всего 117 мин.), 8 материалов для самостоятельного изучения, 4 тестов
Video12 видео
Digital vs. Analog (Side 1)8мин
Digital vs. Analog (Side 2)9мин
Basic Concept: Domination6мин
Vicarious Learning Activity: Typewriter5мин
Lecture 1: Efficiency (Side 1)7мин
Lecture 1: Efficiency (Side 2)10мин
Case Study: U of I Credit Union12мин
Lecture 2: Democracy (Side 1)8мин
Lecture 2: Democracy (Side 2)10мин
Exercise: Purchase Online11мин
Research Insights: Donna Hoffman19мин
Reading8 материала для самостоятельного изучения
Syllabus10мин
Glossary10мин
Brand Descriptions10мин
Readings, Videos, & Audio10мин
Course Diagram10мин
Module 1 Overview10мин
Module 1 Readings10мин
Optional Resources for U of I Credit Union Case10мин
Quiz2 практического упражнения
Orientation Quiz10мин
Digital Dominance Quiz20мин

2

Раздел
Clock
7 ч. на завершение

Analog Resistance

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Reading
9 видео (всего 74 мин.), 3 материалов для самостоятельного изучения, 3 тестов
Video9 видео
Vicarious Learning Activity: Adult Coloring Books4мин
Lecture 1: Physicality (Side 1)7мин
Lecture 1: Physicality (Side 2)10мин
Case Study: Willard Airport11мин
Lecture 2: Protection (Side 1)6мин
Lecture 2: Protection (Side 2)8мин
Exercise: Visit a Physical Store 14мин
Research Insights: Markus Giesler13мин
Reading3 материала для самостоятельного изучения
Module 2 Overview10мин
Module 2 Readings10мин
Optional Resources for Willard Airport Caseмин
Quiz1 практическое упражнение
Analog Resistance Quiz20мин

3

Раздел
Clock
6 ч. на завершение

Digital & Analog Symmetry

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Reading
9 видео (всего 87 мин.), 3 материалов для самостоятельного изучения, 3 тестов
Video9 видео
Vicarious Learning Activity: Ink Hunter4мин
Lecture 1: Glocal (Side 1)7мин
Lecture 1: Glocal (Side 2)9мин
Case Study: Amazon@Illinois14мин
Lecture 2: TouchTech (Side 1)9мин
Lecture 2: TouchTech (Side 2)7мин
Exercise: Augmented Reality App6мин
Research Insights: David Bell22мин
Reading3 материала для самостоятельного изучения
Module 3 Overview10мин
Module 3 Readings10мин
Optional Resources for Amazon@Illinois10мин
Quiz1 практическое упражнение
Digital & Analog Synergy Quiz20мин

4

Раздел
Clock
6 ч. на завершение

Analog Transformation

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Reading
10 видео (всего 80 мин.), 3 материалов для самостоятельного изучения, 3 тестов
Video10 видео
Vicarious Learning Activity: Thingiverse Customizer6мин
Lecture 1: Embracing (Side 1)6мин
Lecture 1: Embracing (Side 2)7мин
Case Study: Illinois Athletics12мин
Lecture 2: Distancing (Side 1)8мин
Lecture 2: Distancing (Side 2)8мин
Exercise: Visit a Physical Store 24мин
Research Insights: Wayne Hoyer15мин
Course Wrap Up2мин
Reading3 материала для самостоятельного изучения
Module 4 Overview10мин
Module 4 Readings10мин
Optional Resources for Illini Athletics10мин
Quiz1 практическое упражнение
Analog Transformation Quiz20мин
4.7
Direction Signs

50%

начал новую карьеру, пройдя эти курсы
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу
Money

25%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: FRNov 6th 2017

Great course. The subject matter is very relevant to today's hyper digital world. The Professor is very knowledgeable.

автор: KKMar 13th 2018

The lectures are engaging and the topic is explored in some detail. It's a worthy addition to the specialisation.

Преподаватель

Aric Rindfleisch

John M. Jones Professor of Marketing
Department of Business Administration

О 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. ...

О специализации ''Цифровой маркетинг'

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....
Цифровой маркетинг

Часто задаваемые вопросы

  • 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.

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