Este curso forma parte de Programa Especializado - mercadeo digital
Marketing in an Analog World
ofrecido por
Acerca de este Curso
4.7
211 calificaciones
Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, "How has the Digital Revolution impacted Marketing in an Analog World?
This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure.
Programa - Qué aprenderás en este curso
1
Sección
Course Overview and Module 1 Digital Dominance of the Analog World
12 videos (Total: 117 min), 8 readings, 4 quizzes
12 videos
Digital vs. Analog (Side 1)8m
Digital vs. Analog (Side 2)9m
Basic Concept: Domination6m
Vicarious Learning Activity: Typewriter5m
Lecture 1: Efficiency (Side 1)7m
Lecture 1: Efficiency (Side 2)10m
Case Study: U of I Credit Union12m
Lecture 2: Democracy (Side 1)8m
Lecture 2: Democracy (Side 2)10m
Exercise: Purchase Online11m
Research Insights: Donna Hoffman19m
8 lecturas
Syllabus10m
Glossary10m
Brand Descriptions10m
Readings, Videos, & Audio10m
Course Diagram10m
Module 1 Overview10m
Module 1 Readings10m
Optional Resources for U of I Credit Union Case10m
2 ejercicios de práctica
Orientation Quiz10m
Digital Dominance Quiz20m
2
Sección
Analog Resistance
9 videos (Total: 74 min), 3 readings, 3 quizzes
9 videos
Vicarious Learning Activity: Adult Coloring Books4m
Lecture 1: Physicality (Side 1)7m
Lecture 1: Physicality (Side 2)10m
Case Study: Willard Airport11m
Lecture 2: Protection (Side 1)6m
Lecture 2: Protection (Side 2)8m
Exercise: Visit a Physical Store 14m
Research Insights: Markus Giesler13m
3 lecturas
Module 2 Overview10m
Module 2 Readings10m
Optional Resources for Willard Airport Casem
1 ejercicio de práctica
Analog Resistance Quiz20m
3
Sección
Digital & Analog Symmetry
9 videos (Total: 87 min), 3 readings, 3 quizzes
9 videos
Vicarious Learning Activity: Ink Hunter4m
Lecture 1: Glocal (Side 1)7m
Lecture 1: Glocal (Side 2)9m
Case Study: Amazon@Illinois14m
Lecture 2: TouchTech (Side 1)9m
Lecture 2: TouchTech (Side 2)7m
Exercise: Augmented Reality App6m
Research Insights: David Bell22m
3 lecturas
Module 3 Overview10m
Module 3 Readings10m
Optional Resources for Amazon@Illinois10m
1 ejercicio de práctica
Digital & Analog Synergy Quiz20m
4
Sección
Analog Transformation
10 videos (Total: 80 min), 3 readings, 3 quizzes
10 videos
Vicarious Learning Activity: Thingiverse Customizer6m
Lecture 1: Embracing (Side 1)6m
Lecture 1: Embracing (Side 2)7m
Case Study: Illinois Athletics12m
Lecture 2: Distancing (Side 1)8m
Lecture 2: Distancing (Side 2)8m
Exercise: Visit a Physical Store 24m
Research Insights: Wayne Hoyer15m
Course Wrap Up2m
3 lecturas
Module 4 Overview10m
Module 4 Readings10m
Optional Resources for Illini Athletics10m
1 ejercicio de práctica
Analog Transformation Quiz20m
4.7
50%
83%
25%
Principales revisiones
por FR•Nov 6th 2017
Great course. The subject matter is very relevant to today's hyper digital world. The Professor is very knowledgeable.
por KK•Mar 13th 2018
The lectures are engaging and the topic is explored in some detail. It's a worthy addition to the specialisation.
Instructor
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Acerca de University of Illinois at 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.
Acerca del programa especializado mercadeo digital
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.
Preguntas Frecuentes
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2018 Coursera Inc. Todos los derechos reservados.
