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.
Ce cours fait partie de la Spécialisation Marketing numérique
Le marketing dans le monde numérique
proposé par
À propos de ce cours
4.6
5,214 notes
Compétences que vous acquerrez
MarketingDigital MarketingMarketing MixPricing Strategies
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
110 heures pour terminer
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 (Total 90 min), 11 lectures, 7 quiz
13 vidéos
What is Marketing?7 min
Basic Concept: Product7 min
Digital Marketing IQ: Product4 min
Digital Concept: Co-Creation, Part 14 min
Digital Concept: Co-Creation, Part 214 min
Digital Concept: Co-Creation, Part 36 min
Case Study Intro: Local Motors2 min
Case Study Summary: Local Motors6 min
Digital Concept: Doppelgänger Brands, Part 19 min
Digital Concept: Doppelgänger Brands, Part 27 min
Exercise: Ideas.Lego.com5 min
Campus Spotlight: John Rogers9 min
11 lectures
Pre-course Survey10 min
Learner Stories10 min
Syllabus10 min
About the Discussion Forums10 min
Glossary10 min
Brand Descriptions10 min
Social Media10 min
Module 1 Overview10 min
Module 1 Readings30 min
Optional Resources for Local Motors Case10 min
Professor John A. Rogers10 min
4 exercices pour s'entraîner
Orientation Quiz10 min
Module 1 Basic Concept Practice Quiz4 min
Module 1 Digital Concepts Practice Quiz 4 min
Digital Tools for Developing Innovative New Products Quiz20 min
Semaine
27 heures pour terminer
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 (Total 88 min), 4 lectures, 5 quiz
10 vidéos
Digital Marketing IQ: Promotion3 min
Digital Concept: Authenticity, Part 110 min
Digital Concept: Authenticity, Part 28 min
Case Study Intro: Pepsi Refresh2 min
Case Study Summary: Pepsi Refresh7 min
Digital Concept: User Generated Content, Part 110 min
Digital Concept: User Generated Content, Part 28 min
Exercise: Wikipedia.org12 min
Campus Spotlight: Alan Craig15 min
4 lectures
Module 2 Overview10 min
Module 2 Readings30 min
Optional Resources for Pepsi Refresh Case10 min
Professor Alan Craig10 min
3 exercices pour s'entraîner
Module 2 Basic Concept Practice Quiz4 min
Module 2 Digital Concepts Practice Quiz4 min
Digital Tools for Persuading Customers to Buy Your Products Quiz20 min
Semaine
37 heures pour terminer
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 (Total 91 min), 5 lectures, 5 quiz
12 vidéos
Digital Marketing IQ: Placement3 min
Digital Concept: New Retail, Part 19 min
Digital Concept: New Retail, Part 28 min
Case Study Intro: Threadless3 min
Case Study Summary: Threadless6 min
Digital Concept: 3D Printing, Part 18 min
Digital Concept: 3D Printing, Part 211 min
Exercise: Thingiverse.com9 min
Thingiverse Exercise Follow-Up8 min
OPTIONAL: Video Demonstration of Printing at 3D Hubs1 min
Campus Spotlight: Travis Ross11 min
5 lectures
Module 3 Overview10 min
Module 3 Readings30 min
Optional Resources for Threadless Case10 min
OPTIONAL: Try out a 3D Printer10 min
Travis Ross10 min
3 exercices pour s'entraîner
Module 3 Basic Concept Practice Quiz4 min
Module 3 Digital Concepts Practice Quiz4 min
Digital Tools for Effectively Distributing Your Products Quiz20 min
Semaine
47 heures pour terminer
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 (Total 86 min), 5 lectures, 5 quiz
12 vidéos
Basic Concept: Price7 min
Digital Marketing IQ: Price2 min
Digital Concept: Pay What You Want, Part 15 min
Digital Concept: Pay What You Want, Part 210 min
Case Study Intro: Radiohead2 min
Case Study Summary: Radiohead7 min
Radiohead Case Study Follow-Up1 min
Digital Concept: Price Comparison Tools, Part 16 min
Digital Concept: Price Comparison Tools, Part 27 min
Exercise: RedLaser.com11 min
Campus Spotlight: Hari Sundaram23 min
Marketing in a Digital World Conclusion2 min
5 lectures
Module 4 Overview10 min
Module 4 Readings30 min
Optional Resources for Radiohead Case10 min
Professor Hari Sundaram10 min
Post-course survey10 min
3 exercices pour s'entraîner
Module 4 Basic Concept Practice Quiz4 min
Module 4 Digital Concepts Practice Quiz4 min
Digital Tools for Setting the Right Prices for Your Products Quiz20 min
4.6
1,502 avis46%
a commencé une nouvelle carrière après avoir terminé ces cours
43%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Meilleurs avis
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.
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.
Enseignant
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
À propos de 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.
À propos de la Spécialisation Marketing numérique
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.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
Quelle est la politique de remboursement ?
Une aide financière est-elle possible ?
D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.
Coursera propose un accès universel à la meilleure formation au monde,
en partenariat avec des universités et des organisations du plus haut niveau, pour proposer des cours en ligne.
© 2019 Coursera Inc. Tous droits réservés.
