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 .
Campus Spotlight: John Rogers
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來自 University of Illinois at Urbana-Champaign 的課程
Marketing in a Digital World
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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.
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Aric RindfleischJohn M. Jones Professor of Marketing
Department of Business Administration
[ Music ]
>> Hi. We're here on the Engineering Campus
at the University of Illinois.
We're inside the material research laboratory to talk
with Professor John Rogers about his fascinating work
on wearable electronics.
>> The Rogers Research Group consists of over 40 students,
undergraduates, graduate students
and post-doctoral students who are conducting research
on nano materials and their applications to electronics.
So some of the interesting projects that they're working
on right now include dissolvable circuits
and 3D printed electronics,
all of which have really interesting implications
for digital marketing.
>> Did you say dissolvable circuits?
>> Yes, I did.
>> Let's go find out more.
>> Alright.
John, thanks for meeting with us today.
>> Yeah, thanks for having me.
>> So a bit about the work that you're doing
and it's applications.
>> Yeah, sure.
So I'm a electronic materials scientist.
So we're interested in new kinds of materials that can be used
for integrated circuits or [inaudible] devices,
various types and so on.
And one of the areas that we've been focusing
on over the years is trying to adapt electronics to enable sort
of highly intimate,
highly functional interfaces with the human body.
If you think about consumer electronics that exist today,
it's largely plainer and rigid and brittle in its construction.
And that's a reflection of the fact
that all integrated circuits that have every been built
and sold commercially have been farmed on the surfaces
of [inaudible] which essentially have properties of plated glass
and are very thin and brittle.
And that's great for a cellphone, you want to put it
in your pocket, you don't necessarily need to bend it.
But if you want a highly functional interface
to the human body, you need a whole different setup,
geometrical, mechanical properties.
Because the skin, the heart, the brain,
I mean they have contoured surfaces and soft materials.
And so if we can work out how
to configure electronic devices generally to enable that kind
of interface with the body, with the idea
that the successful outcome
in that direction could really profoundly the way we think
about human healthcare.
>> So I know you mentioned that you know,
these things could lower the cost of healthcare.
Is it because the materials are cheaper?
How does that work?
>> Well, so you know, there is a cost to the device, right.
So not everybody's wearing a health monitor right now.
I mean I think that's a vision in the future.
So at one very basic level you say oh that's increasing the
cost because now everybody has to buy a health monitor
where in the past they've never used before.
But the idea is that if you are wearing this health monitor
and patch it allows you to catch disease stakes far earlier
and so it allows preventative care
that has a huge beneficial impact on the cost
because the procedural costs are not so high
if you catch it early.
So that would be the rationale.
It's a relatively modest upfront cost with a huge benefit
down the line in terms of overall health.
>> John, you know a really interesting part,
there's a theme in our course that we're seeing
through this digital revolution that the tools
that were once held by the few and were very large
and expensive, are now available to many
and they're smaller and much cheaper.
And as a result we're seeing consumer,
and in perhaps this case patients,
taking more control in the marketplace.
Could you speak about that,
maybe how that might change the nature
of the healthcare marketplace.
>> Yeah, so it's an interesting question.
I don't know exactly how to predict the future.
One school of thought is these devices will allow you
to personalize your health.
So you will have access to all this data.
You can sort through it and you can modify your diet
or exercise more or less.
You can figure out if you're sleeping well
and getting enough sleep and so on.
I don't know that that sort
of mindset is widespread in society.
My guess is probably not.
That most people, even if they had access to the information,
might not be sufficiently motivated to track
and understand it and study it and try to behave,
do behavior modification based on it.
There will be some fraction,
but I don't think that's the majority of folks out there.
I think that these devices are most valuable
when they're coupled with informatics and sort
of a big data system that can automatically sort through a lot
of this stuff, reduce all of these complex data screens
to meaningful initial diagnostics, right,
that can then be, you know,
evaluated by a healthcare professional.
And then that feedback comes back to the individual.
So in some ways it becomes invisible, right.
Not only is the device mechanically invisible
in the way that it integrates in the skin.
You forget about that it's even there.
But you don't even have to worry about the data,
because that is being processed and handled and analyzed
by somebody else and there will be computer algorithms
to help with that.
>> So in the future perhaps when I you know, wake up
and I'll have my health monitor tattoo.
I log in and see a green good to go today, versus a yellow,
perhaps call your doctor, red go to the hospital.
>> Yeah, you don't even have to log in.
It will send you an e-mail or something like that.
Just to make it as transparent as possible to the individual.
People [inaudible] study all these data screens going on.
I think lots of people are going to want access to this data.
Insurance companies, for example.
They might want to know it
because they can develop a profile
of an individual's health and set premiums,
you know, on that basis.
But there's a lot of benefit for them to you know,
encourage their customers to be wearing these things right,
because it has the effect of minimizing overall liability.
They, you know, assume if somebody gets sick.
You know, so I can imagine that ultimately from a business side
of things the insurers might be paying
for all this stuff, right.
Because it would be a good investment for them to do that.
>> Okay, let me just take you on a bit of a divergence
to think about, your focus is
on the healthcare applications, this technology.
But how about the other non-healthcare applications.
For example having a patch
that would detect my [inaudible] amusement park for example.
>> Yeah, yep, so we work with a number of large companies
in that space exactly for that reason,
to facilitate transactions.
They want to make it as easy as possible for visitors
to the theme parks to buy stuff right.
So if patches like this provide that kind of capability,
they're interested in it.
And so we have ongoing interactions,
probably shouldn't mention the name of the company,
but we did a field trial with them.
Hundreds of devices launched at a Halloween event at one
of their theme parks back in October.
So most definitely there are applications in that space.
We also have funded relationships
with large cosmetics companies.
Sort of the monitoring the properties of skin and using
that data to inform customers as to what kind of cosmetics
or what kind of cream or what kind
of sun screen they should be applying and when, right.
Devices that monitor solution or exposure to environmental toxins
or chemicals are another example of how you could use this stuff.
>> Could you, I know your time is limited, but say anything
about the broader digital, the marketplace
where you see things happening even beyond your scope
of research.
Like 25 years from now.
>> Yeah, I think there are a lot
of interesting things happening in display.
I mean I think you see computer systems getting more
and more sophisticated.
The interface to the human is still fairly primitive, right.
It's just a flat sort of 2D picture of a lot of things
that they're happening and they're interesting
in a 3D space beyond what's there today.
And I think sort of human machine interfaces are getting
more and more sophisticated.
So not only prosthetic control but computer game control.
Just interfaces between the human and the computer,
right, the digital system.
I think there are a lot of things happening in that area.
Neural control of machines is a very exciting space as well.
And I think a lot of that is going to be driven
by new software, new algorithmic approaches,
but also new hardware as well.
[ Music ]
>> So what we have here is a neonatal isolet that's used
typically in hospitals.
We've used this to highlight some
of our current device technology.
Inside we have our baby that typically
in a neonatal ioslet would have many wires and cables,
anywhere from three to 15 sensors depending
on the severity of the situation the baby would be in.
And we've been able to make wireless sensors
that worked off the inductive coupling technology.
And we have a sensor on the baby's foot, on the midsection
of the chest, and also on the head.
While the baby's in the isolet it's able to move freely
and is not constrained by any wires or cable.
And all the vital signs
of the baby can be monitored via the computer remotely.
During the fabrication of many devices and sensors,
some of the atmospheres that the devices are exposed
to are very critical to their operation
and fabrication process.
The glove box behind me is a controlled atmosphere glove box
that doesn't allow any air to be exposed
to the device during this process.
So some of the devices that we develop have to be fabricated
and capsulated in this type of atmosphere.
