關於此課程：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 and has attracted over 100,000 Learners. According to Class-Central.com , this course is also the highest rated online business course in the world. NC Magazine rated this course as one of The 10 Hottest Online Classes for Professionals in 2015. 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 .
製作方： University of Illinois at Urbana-Champaign
教學方： Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| 基本信息 | 課程 1（共 7 門，数字化营销 Specialization ） |
| 級別 | 初級 |
| 承諾學習時間 | 4周课程，6-8小时/周 |
| 語言 | English, 字幕：Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| 如何通過 | 通過所有計分作業以完成課程。 |
| 用戶評分 |
授課大綱
第 1 週
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 個視頻, 11 個閱讀材料, 3 個練習測驗
- Reading: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- 視頻: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- 視頻: Basic Concept: Product
- 視頻: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- 視頻: Digital Concept: Co-Creation, Part 1
- 視頻: Digital Concept: Co-Creation, Part 2
- 視頻: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- 視頻: Case Study Intro: Local Motors
- 視頻: Case Study Summary: Local Motors
- 視頻: Digital Concept: Doppelgänger Brands, Part 1
- 視頻: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- 視頻: Exercise: Ideas.Lego.com
- 視頻: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
已評分: Case Discussion: Local Motors
已評分: Lego Ideas Exercise
已評分: Digital Tools for Developing Innovative New Products Quiz
第 2 週
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 個視頻, 4 個閱讀材料, 2 個練習測驗
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- 視頻: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- 視頻: Digital Concept: Authenticity, Part 1
- 視頻: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- 視頻: Case Study Intro: Pepsi Refresh
- 視頻: Case Study Summary: Pepsi Refresh
- 視頻: Digital Concept: User Generated Content, Part 1
- 視頻: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- 視頻: Exercise: Wikipedia.org
- 視頻: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
已評分: Case Discussion: Pepsi Refresh
已評分: Wikipedia Exercise
已評分: Digital Tools for Persuading Customers to Buy Your Products Quiz
第 3 週
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 個視頻, 5 個閱讀材料, 2 個練習測驗
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- 視頻: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- 視頻: Digital Concept: New Retail, Part 1
- 視頻: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- 視頻: Case Study Intro: Threadless
- 視頻: Case Study Summary: Threadless
- 視頻: Digital Concept: 3D Printing, Part 1
- 視頻: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- 視頻: Exercise: Thingiverse.com
- 視頻: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- 視頻: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- 視頻: Campus Spotlight: Travis Ross
- Reading: Travis Ross
已評分: Case Discussion: Threadless
已評分: Thingiverse Exercise
已評分: Digital Tools for Effectively Distributing Your Products Quiz
第 4 週
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 個視頻, 5 個閱讀材料, 2 個練習測驗
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- 視頻: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- 視頻: Digital Concept: Pay What You Want, Part 1
- 視頻: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- 視頻: Case Study Intro: Radiohead
- 視頻: Case Study Summary: Radiohead
- 視頻: Radiohead Case Study Follow-Up
- 視頻: Digital Concept: Price Comparison Tools, Part 1
- 視頻: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- 視頻: Exercise: RedLaser.com
- 視頻: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- 視頻: Marketing in a Digital World Conclusion
- Reading: Post-course survey
已評分: Case Discussion: Radiohead
已評分: RedLaser Exercise
已評分: Digital Tools for Setting the Right Prices for Your Products Quiz
常見問題解答
運作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
製作方
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.
價格
| 購買課程 | |
|---|---|
| 訪問課程材料 | 可用 |
| 訪問評分的材料 | 可用 |
| 收到最終成績 | 可用 |
| 獲得可共享的課程證書 | 可用 |
評分和審閱
great course details helped me for better perspective for digital marketing
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
BV
Really helpful and good course on Marketing which is changing due to the rise of digital tools.