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.
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週
1Course 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（共 90 分鐘）, 11 個閱讀材料, 7 個測驗
13 個視頻
What is Marketing?7分鐘
Basic Concept: Product7分鐘
Digital Marketing IQ: Product4分鐘
Digital Concept: Co-Creation, Part 14分鐘
Digital Concept: Co-Creation, Part 214分鐘
Digital Concept: Co-Creation, Part 36分鐘
Case Study Intro: Local Motors2分鐘
Case Study Summary: Local Motors6分鐘
Digital Concept: Doppelgänger Brands, Part 19分鐘
Digital Concept: Doppelgänger Brands, Part 27分鐘
Exercise: Ideas.Lego.com5分鐘
Campus Spotlight: John Rogers9分鐘
11 個閱讀材料
Pre-course Survey10分鐘
Learner Stories10分鐘
Syllabus10分鐘
About the Discussion Forums10分鐘
Glossary10分鐘
Brand Descriptions10分鐘
Social Media10分鐘
Module 1 Overview10分鐘
Module 1 Readings30分鐘
Optional Resources for Local Motors Case10分鐘
Professor John A. Rogers10分鐘
4 個練習
Orientation Quiz10分鐘
Module 1 Basic Concept Practice Quiz4分鐘
Module 1 Digital Concepts Practice Quiz 4分鐘
Digital Tools for Developing Innovative New Products Quiz20分鐘
週
2Digital 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（共 88 分鐘）, 4 個閱讀材料, 5 個測驗
10 個視頻
Digital Marketing IQ: Promotion3分鐘
Digital Concept: Authenticity, Part 110分鐘
Digital Concept: Authenticity, Part 28分鐘
Case Study Intro: Pepsi Refresh2分鐘
Case Study Summary: Pepsi Refresh7分鐘
Digital Concept: User Generated Content, Part 110分鐘
Digital Concept: User Generated Content, Part 28分鐘
Exercise: Wikipedia.org12分鐘
Campus Spotlight: Alan Craig15分鐘
4 個閱讀材料
Module 2 Overview10分鐘
Module 2 Readings30分鐘
Optional Resources for Pepsi Refresh Case10分鐘
Professor Alan Craig10分鐘
3 個練習
Module 2 Basic Concept Practice Quiz4分鐘
Module 2 Digital Concepts Practice Quiz4分鐘
Digital Tools for Persuading Customers to Buy Your Products Quiz20分鐘
週
3Digital 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（共 91 分鐘）, 5 個閱讀材料, 5 個測驗
12 個視頻
Digital Marketing IQ: Placement3分鐘
Digital Concept: New Retail, Part 19分鐘
Digital Concept: New Retail, Part 28分鐘
Case Study Intro: Threadless3分鐘
Case Study Summary: Threadless6分鐘
Digital Concept: 3D Printing, Part 18分鐘
Digital Concept: 3D Printing, Part 211分鐘
Exercise: Thingiverse.com9分鐘
Thingiverse Exercise Follow-Up8分鐘
OPTIONAL: Video Demonstration of Printing at 3D Hubs1分鐘
Campus Spotlight: Travis Ross11分鐘
5 個閱讀材料
Module 3 Overview10分鐘
Module 3 Readings30分鐘
Optional Resources for Threadless Case10分鐘
OPTIONAL: Try out a 3D Printer10分鐘
Travis Ross10分鐘
3 個練習
Module 3 Basic Concept Practice Quiz4分鐘
Module 3 Digital Concepts Practice Quiz4分鐘
Digital Tools for Effectively Distributing Your Products Quiz20分鐘
週
4Digital 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（共 86 分鐘）, 5 個閱讀材料, 5 個測驗
12 個視頻
Digital Marketing IQ: Price2分鐘
Digital Concept: Pay What You Want, Part 15分鐘
Digital Concept: Pay What You Want, Part 210分鐘
Case Study Intro: Radiohead2分鐘
Case Study Summary: Radiohead7分鐘
Radiohead Case Study Follow-Up1分鐘
Digital Concept: Price Comparison Tools, Part 16分鐘
Digital Concept: Price Comparison Tools, Part 27分鐘
Exercise: RedLaser.com11分鐘
Campus Spotlight: Hari Sundaram23分鐘
Marketing in a Digital World Conclusion2分鐘
5 個閱讀材料
Module 4 Overview10分鐘
Module 4 Readings30分鐘
Optional Resources for Radiohead Case10分鐘
Professor Hari Sundaram10分鐘
Post-course survey10分鐘
3 個練習
Module 4 Basic Concept Practice Quiz4分鐘
Module 4 Digital Concepts Practice Quiz4分鐘
Digital Tools for Setting the Right Prices for Your Products Quiz20分鐘
4.6
1,361 個審閱53%
83%
熱門審閱
創建者 HJ•Aug 8th 2016
Greetings ,\n\nThis course is very beneficial and i thank the professor and everyone else at Coursera.\n\nPlease direct me, to be a talented successful individual in Digital Marketing.\n\nThank You.
創建者 AN•Jan 18th 2017
Great! This first course is an awesome introduction to the digital marketing world. It will change your mind and will open your eyes to show what it's already happenning and you didn't realize yet.
講師
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Start working towards your Master's degree
This 課程 is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
If you are admitted to the full program, your courses count towards your degree learning.
關於 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.
關於 数字化营销 專項課程
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.
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