À propos de ce cours : 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.
Créé par : Université de l'Illinois à Urbana-Champaign
Enseigné par : Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| Informations de base | Cours 1 de 7 dans Marketing numérique Specialization |
| Niveau | Beginner |
| Engagement | 4 weeks of study, 6-8 hours/week |
| Langue | English, Sous-titres : Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| Comment réussir | Réussissez tous les devoirs notés pour terminer le cours. |
| Notes des utilisateurs |
Terminez ce cours pour travailler en vue de :
Spécialisation Marketing numérique
Ce cours fait partie de la Spécialisation Marketing numérique de 7 cours proposée par Université de l'Illinois à Urbana-Champaign
Master of Business Administration (iMBA)
Ce cours fait partie du programme de 18 courses plus three capstone projects diplômes intégralement en ligne
Programme de cours
SEMAINE 1
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 vidéos, 11 lectures, 3 quiz pour s'exercer
- Reading: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- Vidéo: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vidéo: Basic Concept: Product
- Vidéo: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- Vidéo: Digital Concept: Co-Creation, Part 1
- Vidéo: Digital Concept: Co-Creation, Part 2
- Vidéo: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Vidéo: Case Study Intro: Local Motors
- Vidéo: Case Study Summary: Local Motors
- Vidéo: Digital Concept: Doppelgänger Brands, Part 1
- Vidéo: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- Vidéo: Exercise: Ideas.Lego.com
- Vidéo: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
Noté: Case Discussion: Local Motors
Noté: Lego Ideas Exercise
Noté: Digital Tools for Developing Innovative New Products Quiz
SEMAINE 2
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 vidéos, 4 lectures, 2 quiz pour s'exercer
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vidéo: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- Vidéo: Digital Concept: Authenticity, Part 1
- Vidéo: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Vidéo: Case Study Intro: Pepsi Refresh
- Vidéo: Case Study Summary: Pepsi Refresh
- Vidéo: Digital Concept: User Generated Content, Part 1
- Vidéo: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- Vidéo: Exercise: Wikipedia.org
- Vidéo: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
Noté: Case Discussion: Pepsi Refresh
Noté: Wikipedia Exercise
Noté: Digital Tools for Persuading Customers to Buy Your Products Quiz
SEMAINE 3
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 vidéos, 5 lectures, 2 quiz pour s'exercer
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vidéo: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- Vidéo: Digital Concept: New Retail, Part 1
- Vidéo: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Vidéo: Case Study Intro: Threadless
- Vidéo: Case Study Summary: Threadless
- Vidéo: Digital Concept: 3D Printing, Part 1
- Vidéo: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- Vidéo: Exercise: Thingiverse.com
- Vidéo: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Vidéo: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Vidéo: Campus Spotlight: Travis Ross
- Reading: Travis Ross
Noté: Case Discussion: Threadless
Noté: Thingiverse Exercise
Noté: Digital Tools for Effectively Distributing Your Products Quiz
SEMAINE 4
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 vidéos, 5 lectures, 2 quiz pour s'exercer
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vidéo: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- Vidéo: Digital Concept: Pay What You Want, Part 1
- Vidéo: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Vidéo: Case Study Intro: Radiohead
- Vidéo: Case Study Summary: Radiohead
- Vidéo: Radiohead Case Study Follow-Up
- Vidéo: Digital Concept: Price Comparison Tools, Part 1
- Vidéo: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- Vidéo: Exercise: RedLaser.com
- Vidéo: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- Vidéo: Marketing in a Digital World Conclusion
- Reading: Post-course survey
Noté: Case Discussion: Radiohead
Noté: RedLaser Exercise
Noté: Digital Tools for Setting the Right Prices for Your Products Quiz
FAQ
Comment cela fonctionne
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.
Créateurs
Université de l'Illinois à 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.
Tarification
| Acheter le cours | |
|---|---|
| Accéder au contenu du cours | Disponible |
| Accéder au contenu noté | Disponible |
| Recevoir une Note Finale | Disponible |
| Obtenir un Certificat de Cours partageable | Disponible |
Notation et examens
Good introductory course
Very good course that takes you through the Digital world and gives a brief understanding of how Marketers can optimize this opportunity.
This was helpful for thinking about new pieces of marketing, especially with some of the case studies and discussions. The 3-D Printer conversation felt a bit forced. I wish it was replaced with something more relevant to common marketing tactics.
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I really like Digital Marketing! This course helps me a lot to know more about Marketing World. Thanks for everything!