About this course: 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.

Earn credit toward a master's degree

This course is part of the fully-online accredited Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.

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Created by: University of Illinois at Urbana-Champaign

Taught by: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration

Basic Info	Course 1 of 7 in the Digital Marketing Specialization
Level	Beginner
Commitment	4 weeks of study, 6-8 hours/week
Language	English, Subtitles: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.6 stars Average User Rating 4.6See what learners said

Syllabus

WEEK 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 readings, 3 practice quizzes

Reading: Learner Stories
Video: Welcome to Marketing in a Digital World
Reading: Syllabus
Reading: About the Discussion Forums
Video: What is Marketing?
Reading: Glossary
Reading: Brand Descriptions
Reading: Social Media
Reading: Getting to Know Your Classmates
Practice Quiz: Orientation Quiz
Reading: Module 1 Overview
Reading: Module 1 Readings
Video: Basic Concept: Product
Video: Digital Marketing IQ: Product
Practice Quiz: Module 1 Basic Concept Practice Quiz
Video: Digital Concept: Co-Creation, Part 1
Video: Digital Concept: Co-Creation, Part 2
Video: Digital Concept: Co-Creation, Part 3
Reading: Optional Resources for Local Motors Case
Video: Case Study Intro: Local Motors
Video: Case Study Summary: Local Motors
Video: Digital Concept: Doppelgänger Brands, Part 1
Video: Digital Concept: Doppelgänger Brands, Part 2
Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
Practice Quiz: Module 1 Digital Concepts Practice Quiz
Video: Exercise: Ideas.Lego.com
Video: Campus Spotlight: John Rogers
Reading: Professor John A. Rogers

Graded: Case Discussion: Local Motors

Graded: Lego Ideas Exercise

Graded: Digital Tools for Developing Innovative New Products Quiz

WEEK 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 readings, 2 practice quizzes

Reading: Module 2 Overview
Reading: Module 2 Readings
Video: Basic Concept: Promotion
Video: Digital Marketing IQ: Promotion
Practice Quiz: Module 2 Basic Concept Practice Quiz
Video: Digital Concept: Authenticity, Part 1
Video: Digital Concept: Authenticity, Part 2
Reading: Optional Resources for Pepsi Refresh Case
Video: Case Study Intro: Pepsi Refresh
Video: Case Study Summary: Pepsi Refresh
Video: Digital Concept: User Generated Content, Part 1
Video: Digital Concept: User Generated Content, Part 2
Practice Quiz: Module 2 Digital Concepts Practice Quiz
Video: Exercise: Wikipedia.org
Video: Campus Spotlight: Alan Craig
Reading: Professor Alan Craig

Graded: Case Discussion: Pepsi Refresh

Graded: Wikipedia Exercise

Graded: Digital Tools for Persuading Customers to Buy Your Products Quiz

WEEK 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 readings, 2 practice quizzes

Reading: Module 3 Overview
Reading: Module 3 Readings
Video: Basic Concept: Placement
Video: Digital Marketing IQ: Placement
Practice Quiz: Module 3 Basic Concept Practice Quiz
Video: Digital Concept: New Retail, Part 1
Video: Digital Concept: New Retail, Part 2
Reading: Optional Resources for Threadless Case
Video: Case Study Intro: Threadless
Video: Case Study Summary: Threadless
Video: Digital Concept: 3D Printing, Part 1
Video: Digital Concept: 3D Printing, Part 2
Practice Quiz: Module 3 Digital Concepts Practice Quiz
Video: Exercise: Thingiverse.com
Video: Thingiverse Exercise Follow-Up
Reading: OPTIONAL: Try out a 3D Printer
Video: OPTIONAL: Video Demonstration of Printing at 3D Hubs
Video: Campus Spotlight: Travis Ross
Reading: Travis Ross

Graded: Case Discussion: Threadless

Graded: Thingiverse Exercise

Graded: Digital Tools for Effectively Distributing Your Products Quiz

WEEK 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, 4 readings, 2 practice quizzes

Reading: Module 4 Overview
Reading: Module 4 Readings
Video: Basic Concept: Price
Video: Digital Marketing IQ: Price
Practice Quiz: Module 4 Basic Concept Practice Quiz
Video: Digital Concept: Pay What You Want, Part 1
Video: Digital Concept: Pay What You Want, Part 2
Reading: Optional Resources for Radiohead Case
Video: Case Study Intro: Radiohead
Video: Case Study Summary: Radiohead
Video: Radiohead Case Study Follow-Up
Video: Digital Concept: Price Comparison Tools, Part 1
Video: Digital Concept: Price Comparison Tools, Part 2
Practice Quiz: Module 4 Digital Concepts Practice Quiz
Video: Exercise: RedLaser.com
Video: Campus Spotlight: Hari Sundaram
Reading: Professor Hari Sundaram
Video: Marketing in a Digital World Conclusion

Graded: Case Discussion: Radiohead

Graded: RedLaser Exercise

Graded: Digital Tools for Setting the Right Prices for Your Products Quiz

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

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Creators

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.

Pricing

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Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.6 out of 5 of 3,207 ratings

Great course that gave me a good overview of marketing in the digital world. I am starting to learn the industry lingo

This is an awesome course to get an understanding of the digital marketing landscape. Very Interesting.

Good course with excellent examples

Absolutely wonderful course! It wasn't anything like I expected and that's what made it so intriguing and beneficial. Great for anyone in marketing!