Marketing in a Digital World
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Marketing in a Digital World
This course is part of multiple programs.
Instructors: Aric Rindfleisch
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What you'll learn
Obtain a rich understanding of the foundation of marketing and how this foundation is being shifted due to the rise of the digital revolution.
Apply critical thinking skills regarding the role of digital tools and their impact upon both firms and consumers.
Learn several real-world examples of how digital tools are being applied to enhance and enrich a variety of marketing activities.
Skills you'll gain
Tools you'll learn
Details to know
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 4 modules in this course
This course examines how new 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 500,000 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/).
You will be able to: • Understand how digital tools are changing the nature of marketing • Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities • Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.
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.
What's included
12 videos10 readings6 assignments2 peer reviews1 plugin
12 videos•Total 80 minutes
- Welcome to Marketing in a Digital World•4 minutes
- Marketing Overview•8 minutes
- The Impact of the Gies Community•2 minutes
- Product Overview•8 minutes
- Product•3 minutes
- Customer Co-Creation (Part 1)•7 minutes
- Customer Co-Creation (Part 2)•8 minutes
- Case Study: Threadless•8 minutes
- Sharing Economy (Part 1)•9 minutes
- Sharing Economy (Part 2)•9 minutes
- Exercise: Ideas.Lego.com•4 minutes
- Interview with Martijn Scheijbeler•11 minutes
10 readings•Total 180 minutes
- Learner Stories•10 minutes
- Syllabus•10 minutes
- Course Diagram•10 minutes
- Glossary•10 minutes
- Brand Descriptions•10 minutes
- About the Discussion Forums•10 minutes
- Online Education at Gies College of Business•10 minutes
- Module 1 Overview•10 minutes
- Module 1 Readings•90 minutes
- Optional Resources for Threadless Case Study•10 minutes
6 assignments•Total 120 minutes
- Exercise Quiz: Ideas.Lego.com•30 minutes
- Product Quiz•30 minutes
- Orientation Quiz•30 minutes
- Module 1 Basic Concept Practice Quiz•10 minutes
- Module 1 Digital Concept 1 Practice Quiz: Customer Co-Creation•10 minutes
- Module 1 Digital Concept 2 Practice Quiz: Sharing Economy •10 minutes
2 peer reviews•Total 140 minutes
- Case Study Peer-graded Assignment: Threadless•70 minutes
- Exercise Peer-graded Assignment: Ideas.Lego.com [Honors Assignment]•70 minutes
1 plugin•Total 15 minutes
- Welcome! Please Tell Us About Yourself•15 minutes
In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
What's included
9 videos3 readings5 assignments2 peer reviews
9 videos•Total 63 minutes
- Promotion Overview•8 minutes
- Promotion•3 minutes
- User Generated Content (Part 1)•9 minutes
- User Generated Content (Part 2)•7 minutes
- Case Study: GoPro•8 minutes
- Doppelganger Brand Images Part 1•7 minutes
- Doppelganger Brands Part 2•7 minutes
- Exercise: Wikipedia.org•4 minutes
- Interview with Rafael Schwarz•9 minutes
3 readings•Total 110 minutes
- Module 2 Overview•10 minutes
- Module 2 Readings•90 minutes
- Optional Resources for GoPro Case Study•10 minutes
5 assignments•Total 90 minutes
- Exercise Quiz: Wikipedia.org•30 minutes
- Promotion Quiz•30 minutes
- Module 2 Basic Concept Practice Quiz•10 minutes
- Module 2 Digital Concept 1 Practice Quiz: User-Generated Content•10 minutes
- Module 2 Digital Concept 2 Practice Quiz: Doppleganger Brands•10 minutes
2 peer reviews•Total 140 minutes
- Case Study Peer-graded Assignment: GoPro•70 minutes
- Exercise Peer-graded Assignment: Wikipedia.org [Honors Assignment] •70 minutes
In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
What's included
9 videos3 readings5 assignments2 peer reviews
9 videos•Total 70 minutes
- Placement Overview•7 minutes
- Placement•3 minutes
- New Retail (Part 1)•8 minutes
- New Retail (Part 2)•7 minutes
- Case Study: Tesla•8 minutes
- Desktop Manufacturing (Part 1)•12 minutes
- Desktop Manufacturing (Part 2)•8 minutes
- Exercise: Thingiverse.com•3 minutes
- Interview with Alan Craig & Max Collins•13 minutes
3 readings•Total 80 minutes
- Module 3 Overview•10 minutes
- Module 3 Readings•60 minutes
- Optional Resources for Tesla Case Study•10 minutes
5 assignments•Total 90 minutes
- Exercise Quiz: Thingiverse.com•30 minutes
- Placement Quiz•30 minutes
- Module 3 Basic Concept Practice Quiz•10 minutes
- Module 3 Digital Concept 1 Practice Quiz: New Retail•10 minutes
- Module 3 Digital Concept 2 Practice Quiz: Desktop Manufacturing•10 minutes
2 peer reviews•Total 140 minutes
- Case Study Peer-graded Assignment: Tesla•70 minutes
- Exercise Peer-graded Assignment: Thingiverse [Honors Assignment]•70 minutes
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.
What's included
11 videos5 readings5 assignments2 peer reviews1 plugin
11 videos•Total 60 minutes
- Price Overview•7 minutes
- Price•2 minutes
- Pay What You Want (Part 1)•7 minutes
- Pay What You Want (Part 2)•6 minutes
- Case Study: Panera•7 minutes
- Freemium (Part 1)•8 minutes
- Freemium (Part 2)•7 minutes
- Exercise: It's Full of Sparks•4 minutes
- Interview with Cody Burch•9 minutes
- Course Farewell•2 minutes
- Learn on Your Terms•1 minute
5 readings•Total 100 minutes
- Module 4 Overview•10 minutes
- Module 4 Readings•60 minutes
- Optional Resources for Panera Case Study•10 minutes
- Congratulations on completing the course!•10 minutes
- Get Your Course Certificate•10 minutes
5 assignments•Total 90 minutes
- Exercise Quiz: It's Full of Sparks•30 minutes
- Price Quiz•30 minutes
- Module 4 Basic Concept Practice Quiz•10 minutes
- Module 4 Digital Concept 1 Practice Quiz: Pay What You Want•10 minutes
- Module 4 Digital Concept 2 Practice Quiz: Freemium•10 minutes
2 peer reviews•Total 140 minutes
- Case Study Peer-graded Assignment: Panera•70 minutes
- Exercise Peer-graded Assignment: It's Full of Sparks [Honors Assignment]•70 minutes
1 plugin•Total 15 minutes
- How Was the Course?•15 minutes
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This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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Reviewed on Jul 25, 2020
Thank-You professor, I expanded my knowledge on how 4Ps are influenced/ changed by technology. In fact, i have already used these examples in my class. Very useful. Once again thanks a lot professor.
Reviewed on 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!
Reviewed on Jul 20, 2020
The course is wonderful. I learned so many things that I was unaware of. It is different from digital marketing courses on other platforms. I am sure it will help in improving my freelancing career.
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