This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 250,000 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/).
課程信息
672,247 次近期查看
學生職業成果
48%
完成這些課程後已開始新的職業生涯
46%
通過此課程獲得實實在在的工作福利
您將獲得的技能
Digital MarketingMarketingPricing StrategiesMarketing MixProduct Strategies
學生職業成果
48%
完成這些課程後已開始新的職業生涯
46%
通過此課程獲得實實在在的工作福利
100% 在線
立即開始，按照自己的計劃學習。
第 1 門課程（共 1 門）
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初級
完成時間大約為29 小時
建議：4 weeks of study, 6-8 hours/week
英語（English）
字幕：英語（English）
提供方
伊利诺伊大学香槟分校
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.
立即開始攻讀碩士學位
此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Business Administration (iMBA)。如果您被錄取參加全部課程，您的課程將計入您的學位學習進程。
教學大綱 - 您將從這門課程中學到什麼
完成時間為 8 小時
COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT
In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.
完成時間為 8 小時
8 個視頻 （總計 72 分鐘）, 8 個閱讀材料, 8 個測驗
8 個視頻
Marketing Overview11分鐘
Product7分鐘
Offering Product Ideas2分鐘
Customer Co-Creation15分鐘
Case Study Introduction: Threadless8分鐘
Sharing Economy18分鐘
Exercise: Ideas.Lego.com4分鐘
8 個閱讀材料
Learner Stories10分鐘
Syllabus10分鐘
About the Discussion Forums10分鐘
Glossary10分鐘
Brand Descriptions10分鐘
Module 1 Overview10分鐘
Module 1 Readings1 小時 30 分
Optional Resources for Threadless Case Study10分鐘
6 個練習
Orientation Quiz30分鐘
Module 1 Basic Concept Practice Quiz10分鐘
Module 1 Digital Concept 1 Practice Quiz: Customer Co-Creation10分鐘
Module 1 Digital Concept 2 Practice Quiz: Sharing Economy 10分鐘
Exercise Quiz: Ideas.Lego.com30分鐘
Module 1 Review Quiz30分鐘
完成時間為 7 小時
HOW DIGITAL TOOLS ARE CHANGING PROMOTION
In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
完成時間為 7 小時
6 個視頻 （總計 58 分鐘）, 3 個閱讀材料, 7 個測驗
6 個視頻
Promotion7分鐘
Product Reviews2分鐘
User Generated Content17分鐘
Case Study Introduction: GoPro8分鐘
Doppelganger Brand Images16分鐘
Exercise: Wikipedia.org5分鐘
3 個閱讀材料
Module 2 Overview10分鐘
Module 2 Readings1 小時 30 分
Optional Resources for GoPro Case Study10分鐘
5 個練習
Module 2 Basic Concept Practice Quiz10分鐘
Module 2 Digital Concept 1 Practice Quiz: User-Generated Content10分鐘
Module 2 Digital Concept 2 Practice Quiz: Doppleganger Brands10分鐘
Exercise Quiz: Wikipedia.org30分鐘
Module 2 Review Quiz30分鐘
完成時間為 6 小時
HOW DIGITAL TOOLS ARE CHANGING PLACEMENT
In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
完成時間為 6 小時
6 個視頻 （總計 62 分鐘）, 3 個閱讀材料, 7 個測驗
6 個視頻
Placement7分鐘
Online Shopping2分鐘
New Retail16分鐘
Case Study Introduction: Tesla8分鐘
Self Manufacturing23分鐘
Exercise: Thingiverse.com3分鐘
3 個閱讀材料
Module 3 Overview10分鐘
Module 3 Readings1小時
Optional Resources for Tesla Case Study10分鐘
5 個練習
Module 3 Basic Concept Practice Quiz10分鐘
Module 3 Digital Concept 1 Practice Quiz: New Retail10分鐘
Module 3 Digital Concept 2 Practice Quiz: Desktop Manufacturing10分鐘
Exercise Quiz: Thingiverse.com30分鐘
Module 3 Review Quiz30分鐘
完成時間為 6 小時
HOW DIGITAL TOOLS ARE CHANGING PRICE
In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.
完成時間為 6 小時
6 個視頻 （總計 54 分鐘）, 3 個閱讀材料, 7 個測驗
6 個視頻
Online Price Search2分鐘
Pay What You Want14分鐘
Case Study Introduction: Panera7分鐘
Freemium17分鐘
Exercise: It's Full of Sparks4分鐘
3 個閱讀材料
Module 4 Overview10分鐘
Module 4 Readings1小時
Optional Resources for Panera Case Study10分鐘
5 個練習
Module 4 Basic Concept Practice Quiz10分鐘
Module 4 Digital Concept 1 Practice Quiz: Pay What You Want10分鐘
Module 4 Digital Concept 2 Practice Quiz: Freemium10分鐘
Exercise Quiz: It's Full of Sparks30分鐘
Module 4 Review Quiz30分鐘
審閱
4.7
來自数字时代营销的熱門評論
由 SS 提供Oct 8, 2019
With no prior knowledge of digital marketing, this course helped me to understand all the basic concepts and enhance my interest in marketing field. I have already enrolled myself into another course.
由 KG 提供Apr 2, 2020
The course was so helpful for me because i am marketing student and i don't have prior knowledge of digital marketing ,this course helped me a lot in developing basic knowledge in digital marketing .
由 SH 提供May 5, 2017
Very informative, but I wish some of the videos and tools were more up-to-date. As we all know, Digital Marketing is constantly updating with new tactics, so even 2-3 years can make a big difference.
由 AR 提供Sep 15, 2016
Valuable class for discovering high level digital trends impacting commerce. Detailed look at how digital is changing the marketing mix. Fairly complete overview. (Mostly geared toward B2C commerce.)
由 SM 提供Jul 22, 2019
I am a Head of Marketing, Sales and Terminal Business in a LPG company in Pakistan i am sure my learning through this course will increase my knowledge in skills for maximum operational efficiencies.
由 TT 提供Jan 19, 2019
The course is amazing and has all the latest trends in Digital Marketing included. Thing I am missing is the presentation of the more traditional marketing methods as Email Marketing in more detail.
由 HJ 提供Aug 7, 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.
由 DR 提供Mar 4, 2020
A thought provoking course which highlights the benefits of modern digital tools and applies them to marketing theory and how digital tools are changing the landscape of marketing. Highly recommend!
由 OA 提供May 30, 2019
A really useful course, which contains new information about 3D Printing, and some new strategies for digital marketing. If you are new to digital marketing, I advise you to start with this course.
由 SY 提供Sep 25, 2016
Nice Course to understand the nuances of new digital tools that will be the future of Marketing Field. As a Marketing Manager, this course has updated my knowledge in the changing digital paradigm.
由 HA 提供Aug 30, 2018
Excelent course.\n\nThere is a lot you will learn here, so many unexpected things. What I like the most is that the examples are took from real experiences.\n\nAlso everything is clearly explained.
由 AN 提供Jan 17, 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.
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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