Об этом курсе: 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.
Автор: University of Illinois at Urbana-Champaign
Преподаватели: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| Основные сведения | Курс 1 из 7 — Цифровой маркетинг Specialization |
| Уровень | Начинающий |
| Выполнение | 4 weeks of study, 6-8 hours/week |
| Язык | Английский, Субтитры: Арабский, Китайский (упрощенное письмо), Португальский (бразильский), Вьетнамский, Турецкий, Испанский |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
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Специализация Цифровой маркетинг
Этот курс входит в специализацию ''Цифровой маркетинг' из нескольких курсов (7) от партнера University of Illinois at Urbana-Champaign.
Master of Business Administration (iMBA)
Этот курс входит в дипломную онлайн-программу из нескольких курсов (18 courses plus three capstone projects).
Программа курса
НЕДЕЛЯ 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 видео, 11 материала для самостоятельного изучения, 3 тренировочных теста
- Reading: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- Видео: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Видео: Basic Concept: Product
- Видео: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- Видео: Digital Concept: Co-Creation, Part 1
- Видео: Digital Concept: Co-Creation, Part 2
- Видео: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Видео: Case Study Intro: Local Motors
- Видео: Case Study Summary: Local Motors
- Видео: Digital Concept: Doppelgänger Brands, Part 1
- Видео: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- Видео: Exercise: Ideas.Lego.com
- Видео: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
Оцениваемый: Case Discussion: Local Motors
Оцениваемый: Lego Ideas Exercise
Оцениваемый: Digital Tools for Developing Innovative New Products Quiz
НЕДЕЛЯ 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 видео, 4 материала для самостоятельного изучения, 2 тренировочных теста
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Видео: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- Видео: Digital Concept: Authenticity, Part 1
- Видео: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Видео: Case Study Intro: Pepsi Refresh
- Видео: Case Study Summary: Pepsi Refresh
- Видео: Digital Concept: User Generated Content, Part 1
- Видео: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- Видео: Exercise: Wikipedia.org
- Видео: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
Оцениваемый: Case Discussion: Pepsi Refresh
Оцениваемый: Wikipedia Exercise
Оцениваемый: Digital Tools for Persuading Customers to Buy Your Products Quiz
НЕДЕЛЯ 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 видео, 5 материала для самостоятельного изучения, 2 тренировочных теста
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Видео: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- Видео: Digital Concept: New Retail, Part 1
- Видео: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Видео: Case Study Intro: Threadless
- Видео: Case Study Summary: Threadless
- Видео: Digital Concept: 3D Printing, Part 1
- Видео: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- Видео: Exercise: Thingiverse.com
- Видео: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Видео: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Видео: Campus Spotlight: Travis Ross
- Reading: Travis Ross
Оцениваемый: Case Discussion: Threadless
Оцениваемый: Thingiverse Exercise
Оцениваемый: Digital Tools for Effectively Distributing Your Products Quiz
НЕДЕЛЯ 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 видео, 5 материала для самостоятельного изучения, 2 тренировочных теста
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Видео: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- Видео: Digital Concept: Pay What You Want, Part 1
- Видео: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Видео: Case Study Intro: Radiohead
- Видео: Case Study Summary: Radiohead
- Видео: Radiohead Case Study Follow-Up
- Видео: Digital Concept: Price Comparison Tools, Part 1
- Видео: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- Видео: Exercise: RedLaser.com
- Видео: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- Видео: Marketing in a Digital World Conclusion
- Reading: Post-course survey
Оцениваемый: Case Discussion: Radiohead
Оцениваемый: RedLaser Exercise
Оцениваемый: Digital Tools for Setting the Right Prices for Your Products Quiz
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Авторы
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.
Стоимость
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Рейтинги и отзывы
EL CURSO TIENE OTRA DIMENSIÓN A LA QUE ESPERABA, MU GUSTO MUCHO Y APRENDÍ TAMBIÉN MUCHO, HOY TENGO UN CONCEPTO MEJOR Y DIFERENTE SOBRE ESTE TEMA DE LA MERCADOTECNIA QUE NO ES MI CAMPO DE TRABAJO MAS SIN EN CAMBIO LO HE ADOPTADO Y ME GUSTA, ESPERO SEGUIR APRENDIENDO MAS.
GRACIAS A TODOS LOS QUE HACEN POSIBLE ESTOS CURSOS.
Great introduction course
Fascinating course with a great deal of relevant information. I learned a lot from it.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
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TM
interesting lecture