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.
シラバス - 本コースの学習内容
週
19時間で修了
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件のビデオ （合計90分）, 11 readings, 7 quizzes
13件のビデオ
What is Marketing?7 分
Basic Concept: Product7 分
Digital Marketing IQ: Product4 分
Digital Concept: Co-Creation, Part 14 分
Digital Concept: Co-Creation, Part 214 分
Digital Concept: Co-Creation, Part 36 分
Case Study Intro: Local Motors2 分
Case Study Summary: Local Motors6 分
Digital Concept: Doppelgänger Brands, Part 19 分
Digital Concept: Doppelgänger Brands, Part 27 分
Exercise: Ideas.Lego.com5 分
Campus Spotlight: John Rogers9 分
11件の学習用教材
Pre-course Survey10 分
Learner Stories10 分
Syllabus10 分
About the Discussion Forums10 分
Glossary10 分
Brand Descriptions10 分
Social Media10 分
Module 1 Overview10 分
Module 1 Readings30 分
Optional Resources for Local Motors Case10 分
Professor John A. Rogers10 分
4の練習問題
Orientation Quiz30 分
Module 1 Basic Concept Practice Quiz30 分
Module 1 Digital Concepts Practice Quiz 30 分
Digital Tools for Developing Innovative New Products Quiz30 分
週
26時間で修了
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件のビデオ （合計88分）, 4 readings, 5 quizzes
10件のビデオ
Digital Marketing IQ: Promotion3 分
Digital Concept: Authenticity, Part 110 分
Digital Concept: Authenticity, Part 28 分
Case Study Intro: Pepsi Refresh2 分
Case Study Summary: Pepsi Refresh7 分
Digital Concept: User Generated Content, Part 110 分
Digital Concept: User Generated Content, Part 28 分
Exercise: Wikipedia.org12 分
Campus Spotlight: Alan Craig15 分
4件の学習用教材
Module 2 Overview10 分
Module 2 Readings30 分
Optional Resources for Pepsi Refresh Case10 分
Professor Alan Craig10 分
3の練習問題
Module 2 Basic Concept Practice Quiz30 分
Module 2 Digital Concepts Practice Quiz30 分
Digital Tools for Persuading Customers to Buy Your Products Quiz30 分
週
37時間で修了
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件のビデオ （合計90分）, 5 readings, 5 quizzes
12件のビデオ
Digital Marketing IQ: Placement3 分
Digital Concept: New Retail, Part 19 分
Digital Concept: New Retail, Part 28 分
Case Study Intro: Threadless3 分
Case Study Summary: Threadless6 分
Digital Concept: 3D Printing, Part 18 分
Digital Concept: 3D Printing, Part 211 分
Exercise: Thingiverse.com9 分
Thingiverse Exercise Follow-Up8 分
OPTIONAL: Video Demonstration of Printing at 3D Hubs1 分
Campus Spotlight: Travis Ross11 分
5件の学習用教材
Module 3 Overview10 分
Module 3 Readings30 分
Optional Resources for Threadless Case10 分
OPTIONAL: Try out a 3D Printer10 分
Travis Ross10 分
3の練習問題
Module 3 Basic Concept Practice Quiz30 分
Module 3 Digital Concepts Practice Quiz30 分
Digital Tools for Effectively Distributing Your Products Quiz30 分
週
46時間で修了
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件のビデオ （合計86分）, 5 readings, 5 quizzes
12件のビデオ
Digital Marketing IQ: Price2 分
Digital Concept: Pay What You Want, Part 15 分
Digital Concept: Pay What You Want, Part 210 分
Case Study Intro: Radiohead2 分
Case Study Summary: Radiohead7 分
Radiohead Case Study Follow-Up1 分
Digital Concept: Price Comparison Tools, Part 16 分
Digital Concept: Price Comparison Tools, Part 27 分
Exercise: RedLaser.com11 分
Campus Spotlight: Hari Sundaram23 分
Marketing in a Digital World Conclusion2 分
5件の学習用教材
Module 4 Overview10 分
Module 4 Readings30 分
Optional Resources for Radiohead Case10 分
Professor Hari Sundaram10 分
Post-course survey10 分
3の練習問題
Module 4 Basic Concept Practice Quiz30 分
Module 4 Digital Concepts Practice Quiz30 分
Digital Tools for Setting the Right Prices for Your Products Quiz30 分
4.7
1681件のレビュー48%
コース終了後に新しいキャリアをスタートした
46%
コースが具体的なキャリアアップにつながった
Marketing in a Digital World からの人気レビュー
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.
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.
講師
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
修士号の取得を目指しましょう
この コース は イリノイ大学アーバナ・シャンペーン校（University of Illinois at Urbana-Champaign） の100%オンラインの Master of Business Administration (iMBA) の一部です。
プログラムのすべてで認定されれば、それらのコースが学位学習に加算されます。
イリノイ大学アーバナ・シャンペーン校（University of Illinois at Urbana-Champaign）について
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.
デジタルマーケティング専門講座について
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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