Acerca de este curso: 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.
Creada por: University of Illinois at Urbana-Champaign
Enseñado por: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| Información básica | Curso 1 de 7 en mercadeo digital Specialization |
| Nivel | Principiante |
| Compromiso | 4 weeks of study, 6-8 hours/week |
| Idioma | English, Subtítulos: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Completa este curso para conseguir:
Programa Especializado - mercadeo digital
Este curso es parte del Programa especializado mercadeo digital de University of Illinois at Urbana-Champaign del curso 7
Master of Business Administration (iMBA)
El curso forma parte del programa de títulos 18 courses plus three capstone projects totalmente en línea
Programa
SEMANA 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 videos, 11 lecturas, 3 cuestionarios de práctica
- Reading: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- Vídeo: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: Basic Concept: Product
- Vídeo: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Co-Creation, Part 1
- Vídeo: Digital Concept: Co-Creation, Part 2
- Vídeo: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Vídeo: Case Study Intro: Local Motors
- Vídeo: Case Study Summary: Local Motors
- Vídeo: Digital Concept: Doppelgänger Brands, Part 1
- Vídeo: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- Vídeo: Exercise: Ideas.Lego.com
- Vídeo: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
Calificado: Case Discussion: Local Motors
Calificado: Lego Ideas Exercise
Calificado: Digital Tools for Developing Innovative New Products Quiz
SEMANA 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 videos, 4 lecturas, 2 cuestionarios de práctica
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vídeo: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Authenticity, Part 1
- Vídeo: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Vídeo: Case Study Intro: Pepsi Refresh
- Vídeo: Case Study Summary: Pepsi Refresh
- Vídeo: Digital Concept: User Generated Content, Part 1
- Vídeo: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- Vídeo: Exercise: Wikipedia.org
- Vídeo: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
Calificado: Case Discussion: Pepsi Refresh
Calificado: Wikipedia Exercise
Calificado: Digital Tools for Persuading Customers to Buy Your Products Quiz
SEMANA 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 videos, 5 lecturas, 2 cuestionarios de práctica
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vídeo: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- Vídeo: Digital Concept: New Retail, Part 1
- Vídeo: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Vídeo: Case Study Intro: Threadless
- Vídeo: Case Study Summary: Threadless
- Vídeo: Digital Concept: 3D Printing, Part 1
- Vídeo: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- Vídeo: Exercise: Thingiverse.com
- Vídeo: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Vídeo: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Vídeo: Campus Spotlight: Travis Ross
- Reading: Travis Ross
Calificado: Case Discussion: Threadless
Calificado: Thingiverse Exercise
Calificado: Digital Tools for Effectively Distributing Your Products Quiz
SEMANA 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 videos, 5 lecturas, 2 cuestionarios de práctica
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Pay What You Want, Part 1
- Vídeo: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Vídeo: Case Study Intro: Radiohead
- Vídeo: Case Study Summary: Radiohead
- Vídeo: Radiohead Case Study Follow-Up
- Vídeo: Digital Concept: Price Comparison Tools, Part 1
- Vídeo: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- Vídeo: Exercise: RedLaser.com
- Vídeo: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- Vídeo: Marketing in a Digital World Conclusion
- Reading: Post-course survey
Calificado: Case Discussion: Radiohead
Calificado: RedLaser Exercise
Calificado: Digital Tools for Setting the Right Prices for Your Products Quiz
Preguntas Frecuentes
Cómo funciona
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.
Creadores
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.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
I enjoyed this class very much! I was impressed with Prof. Aric's teaching style and the way he used interesting case studies to give us examples of how digital marketing techniques worked (or didn't work) in the real world. The projects gave my critical thinking skills a workout. Loved my first Coursera course and ready to dive in for more!
Excellent course
I find this course pretty exciting and interested for the beginners as everything is new for them in the field of digital marketing but this course provide a base standard for you on digital marketing and the case studies in this course are fantastic and engaging.
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This course is just too interesting. I'm glad I took this course. It has exposed me to the changes taking place in the digital world as regards marketing. I recommend that everyone aspiring to be a professional in the marketing environment endeavor to take this course.