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 | English, Субтитры: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| 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
- Lecture: Pre-course Survey
- Demande de discussion: Digital world
- Lecture: Learner Stories
- Lecture: Syllabus
- Lecture: About the Discussion Forums
- Видео: What is Marketing?
- Lecture: Glossary
- Lecture: Brand Descriptions
- Lecture: Social Media
- Quiz pour s'exercer: Orientation Quiz
- Lecture: Module 1 Overview
- Lecture: Module 1 Readings
- Видео: Basic Concept: Product
- Видео: Digital Marketing IQ: Product
- Quiz pour s'exercer: 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
- Lecture: 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
- Examen par les pairs: OPTIONAL: Doppelgänger Brand Image Activity
- Quiz pour s'exercer: Module 1 Digital Concepts Practice Quiz
- Видео: Exercise: Ideas.Lego.com
- Видео: Campus Spotlight: John Rogers
- Lecture: 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
- Lecture: Module 2 Overview
- Lecture: Module 2 Readings
- Видео: Digital Marketing IQ: Promotion
- Quiz pour s'exercer: Module 2 Basic Concept Practice Quiz
- Видео: Digital Concept: Authenticity, Part 1
- Видео: Digital Concept: Authenticity, Part 2
- Lecture: 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
- Quiz pour s'exercer: Module 2 Digital Concepts Practice Quiz
- Видео: Exercise: Wikipedia.org
- Видео: Campus Spotlight: Alan Craig
- Lecture: 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
- Lecture: Module 3 Overview
- Lecture: Module 3 Readings
- Видео: Digital Marketing IQ: Placement
- Quiz pour s'exercer: Module 3 Basic Concept Practice Quiz
- Видео: Digital Concept: New Retail, Part 1
- Видео: Digital Concept: New Retail, Part 2
- Lecture: 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
- Quiz pour s'exercer: Module 3 Digital Concepts Practice Quiz
- Видео: Exercise: Thingiverse.com
- Видео: Thingiverse Exercise Follow-Up
- Lecture: OPTIONAL: Try out a 3D Printer
- Видео: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Видео: Campus Spotlight: Travis Ross
- Lecture: 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
- Lecture: Module 4 Overview
- Lecture: Module 4 Readings
- Видео: Digital Marketing IQ: Price
- Quiz pour s'exercer: Module 4 Basic Concept Practice Quiz
- Видео: Digital Concept: Pay What You Want, Part 1
- Видео: Digital Concept: Pay What You Want, Part 2
- Lecture: 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
- Quiz pour s'exercer: Module 4 Digital Concepts Practice Quiz
- Видео: Exercise: RedLaser.com
- Видео: Campus Spotlight: Hari Sundaram
- Lecture: Professor Hari Sundaram
- Видео: Marketing in a Digital World Conclusion
- Lecture: Post-course survey
Оцениваемый: Case Discussion: Radiohead
Оцениваемый: RedLaser Exercise
Оцениваемый: Digital Tools for Setting the Right Prices for Your Products Quiz
Часто задаваемые вопросы
Как это работает
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
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
Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.
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
Brilliant Course. There were a few things that were completely new to me. I wish some of the videos were of good enough quality, though.
Extremely helpful and great teaching Aric. Highly recommended
I loved
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NS
great course details helped me for better perspective for digital marketing