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 |
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
- Reading: Learner Stories
- Video: Welcome to Marketing in a Digital World
- Reading: Syllabus
- Reading: About the Discussion Forums
- Video: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: Basic Concept: Product
- Video: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- Video: Digital Concept: Co-Creation, Part 1
- Video: Digital Concept: Co-Creation, Part 2
- Video: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Video: Case Study Intro: Local Motors
- Video: Case Study Summary: Local Motors
- Video: Digital Concept: Doppelgänger Brands, Part 1
- Video: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- Video: Exercise: Ideas.Lego.com
- Video: Campus Spotlight: John Rogers
- 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
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: Basic Concept: Promotion
- Video: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- Video: Digital Concept: Authenticity, Part 1
- Video: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Video: Case Study Intro: Pepsi Refresh
- Video: Case Study Summary: Pepsi Refresh
- Video: Digital Concept: User Generated Content, Part 1
- Video: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- Video: Exercise: Wikipedia.org
- Video: Campus Spotlight: Alan Craig
- 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
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: Basic Concept: Placement
- Video: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- Video: Digital Concept: New Retail, Part 1
- Video: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Video: Case Study Intro: Threadless
- Video: Case Study Summary: Threadless
- Video: Digital Concept: 3D Printing, Part 1
- Video: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- Video: Exercise: Thingiverse.com
- Video: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Video: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Video: Campus Spotlight: Travis Ross
- 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
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: Basic Concept: Price
- Video: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- Video: Digital Concept: Pay What You Want, Part 1
- Video: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Video: Case Study Intro: Radiohead
- Video: Case Study Summary: Radiohead
- Video: Radiohead Case Study Follow-Up
- Video: Digital Concept: Price Comparison Tools, Part 1
- Video: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- Video: Exercise: RedLaser.com
- Video: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- 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
FAQs
How It Works
Coursework
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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
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Great course that gave me a good overview of marketing in the digital world. I am starting to learn the industry lingo
This is an awesome course to get an understanding of the digital marketing landscape. Very Interesting.
Good course with excellent examples
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Aspiring students making a career in Digital marketing, it will be a jump start for them.