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University of Illinois at Urbana-Champaign

The Digital Marketing Revolution

University of Illinois at Urbana-Champaign via Coursera

Overview

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The Digital Revolution is dramatically altered the way many products are created, promoted, distributed, and consumed. Before the advent of new digital technologies such as the Internet, personal computer and smartphone, marketing was largely an Analog (i.e., physical) activity. Today, many marketing activities such as how products are promoted are increasingly Digital in nature. However, we still live in an Analog (or physical) World. For example, even today, most sales are still conducted in physical stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital worlds on a daily basis. This course examines both the Analog and the Digital and how these two forces relate to one another within the Digital Marketing Revolution. 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 learning adventure. Upon successful completion of this course, you will be able to: -Understand the key differences between Analog and Digital and the implications of these differences for marketing. -Understand the four ways in which the Analog is being affected by the Digital Revolution. -Develop and apply critical thinking skills regarding the role of both the Analog and the Digital upon both firms and consumers. -Learn several real-world examples of various strategies for successful marketing of Analog products and services in an increasingly Digital world. This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Syllabus

  • Course Introduction and Module 1: Digital Dominance
    • This module provides an overview of the course content and introduces Module 1, which covers the topic of Digital Dominance. During the course introduction, you will be presented with an overview of the course content and various types of assignments. The learning objectives of Module 1 are listed below.
  • Analog Resistance
    • In this module, you will examine Analog Resistance. Specifically, you will learn why some Analog products and services are resisting the Digital Revolution. After introducing the concept of Analog Resistance, this module will then explore two key concepts: Physicality and Protection. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Disposable Cameras) as well as a hands-on exercise (Write a Letter). At the end of this module, you will learn more about Analog Resistance from an interview with William Best (Champaign County Historical Museum). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance.
  • Digital & Analog Synergy
    • In this module you will examine Analog & Digital Synergy. Specifically, you will learn why some Analog & Digital products and services combine to create synergistic effects. After introducing the concept of Analog & Digital Synergy, this module will then explore two key concepts: Glocal and TouchTech. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Amazon Go) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn more about Analog & Digital Synergy from an interview with Craig Steesma (E-shots). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance. As a result of these various learning activities, you will develop a deep understanding of Analog & Digital Synergy.
  • Analog Transformation
    • In this module, you will examine Analog Transformation. Specifically, you will learn why some Analog products and services are being transformed by the Digital Revolution. After introducing the concept of Analog Transformation, this module will then explore two key concepts: Embracing and Distancing. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Museum of Ice Cream) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn more about Analog Transformation from an interview with Matt Difianis (REMAX). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.

Taught by

Aric Rindfleisch

Reviews

4.8 rating, based on 417 Class Central reviews

4.7 rating at Coursera based on 1656 ratings

Start your review of The Digital Marketing Revolution

  • Anonymous
    I recently had the opportunity to enroll in "The Digital Marketing Revolution" course offered by the University of Illinois at Urbana-Champaign via Coursera, and I must say it was an absolute game-changer for my understanding of digital marketing. T…
  • My knowledge of digital marketing in general has been greatly expanded by taking this course, and I know it will be invaluable to me as I continue to learn and work in this field. I am grateful that Coursera makes learning accessible to people worldwide. The course provided me with a comprehensive understanding of the analog and digital worlds, emphasizing the importance of technology in our daily lives. As a result, I have gained insight into the workings of the real world and have learned about various opportunities in the digital and analog worlds. Overall, I am grateful for this learning experience.
  • This course is amazing. I learned alot about the analog and digital world. I learned about the importance of technology and about the normal world. This course has helped me learn different skills and things. It has also opened my mind about how the real life works, and it has shown opportunities about the digital and analog world. Both the digital and analog are different in their own ways. This course has opened my mind.
  • Anonymous
    The Digital Marketing Revolution course is a fascinating and well-designed course that offers a solid foundation in the subject of digital marketing. Some parts, particularly the peer evaluation method, should be improved, though. On the plus side,…
  • Anonymous
    Comprehensive Review of the Digital Marketing Revolution Class The Digital Marketing Revolution course offered a good foundation in the world of digital marketing, yet there were some areas that could have been improved. At times, the content felt…
  • Good Subject to learn. This can be used in every industry and gives a goal to have everybody access to the digital age. The synergy and geography were my favorite part of this course because I work around the world. I am definitely dependent on the digital age, but see the value of the analog world, too.
  • Anonymous
    Well from the beginning of my journey from Module 1 to 4, I would say it has really been an amazing and interesting one. I learnt alot especially from the Vicarious Activities, so many things I didn't know existed like the Mechanical Keyboard, Ink…
  • Anonymous
    The best decision have made so far this year is taking this course 😍....it gives more insight and knowledge about the digital marketing world while exposing you to ways you can go about marketing your products and earning customers .

    The course is compulsory for those who just want to start a business of their own or already in business and dont know how to go about it or manage your business.

    You will get knowledge on how to present your products to attract buyers and how to advertise to your potential audience along with gaining their trust.

  • Anonymous
    The Digital Marketing Revolution is a great course carefully designed and well organized for students pursuing a career in the Marketing field. The facilitators and professors made the lectures flexible and the course materials are always readily a…
  • I'm now enrolled in a course offered by the University of Illinois at Urbana-Champaign on Coursera called The Digital Marketing Revolution, and I'm really enjoying it. Using a combination of readings, case studies, and video lectures, the course is designed to promote active learning. The tasks are carefully crafted to enhance my understanding as I complete them. I value the curriculum's methodology because it integrates knowledge gathered from different sources and encourages me to form new habits as I go. I am becoming a more distinguished professional as a result of this experience.
  • Anonymous
    This course has helped me understand many analog and digital interactions. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. T…
  • Anonymous
    This course provides a well-structured and comprehensive overview of the subject. The content is detailed and informative, offering valuable insights for learners at all levels. The instructor's delivery is clear and engaging, making complex topics easier to understand. However, the course could benefit from more practical examples and real-life applications to reinforce the concepts. Overall, it's a solid course that I would recommend to anyone looking to expand their knowledge in this area.

  • Anonymous
    Good theory class, but reminded me too much of a standard university lesson. Which I think we are finding isn't a great learning technique for everyone or always applicable knowledge. I was hoping it would dive more into applicable lessons and even theory on things like websites and web development, SEO, Email Campaigning, PPC/Adwords, SMM (Social media), and other areas of digital marketing but it was good for theory and a basic grasp of how to think when doing digital marketing techniques. Good stuff, the teacher made it enjoyable to digest the content. Just now what i was hoping for.
  • Profile image for Wei Ren Chen
    Wei Ren Chen
    I highly recommend this beginner-friendly course. The instructor explains concepts clearly, and the case studies greatly reinforce understanding. The exercises and insights from industry professionals make the course highly practical, and the curriculum is perfectly structured!
  • Profile image for Preeti Juneja
    Preeti Juneja
    This course is very different and extremely interesting! It takes a little bit to grasp the concepts because we are conditioned to think in one direction i.e. from real/physical to virtual/digital! Rarely do we think in the other direction. This course does that - it brings one's attention to know how digital world is being transformed by the 'physical/real' world. The course makes one aware of hidden opportunities or untapped potential in markets! It hinges on the fringes of marketing, creativity and new business ideas!

    The professor is very good and his way of presenting information keeps one engaged. Moreover, I think this content is very niche, thought-provoking and resourceful.
  • Anonymous
    There are a lot of interesting things in this course. Although I can't have a chance to apply it in a project, I can understand and explain some things in life. You can try it as you can have some basic knowledge and have some different perspectives in digital age.
  • Anonymous
    I actually was abit touched about how he prepared the course and check the details
    through I am not a native and have a kinda language barrier to understand all academic words but the professor Eric tried his best to understand non-native students

    and literally all of his videos were organized well.
    and put proper effects and videos and images for better concentration.
    and people who invited provided me a great insight too

    I really appreciate his effort
    It was an honor to take this course with cheap price on coursera.

    Definitely 5stars
    gam sa hap ni da from south korea ( _ _ )
  • Anonymous
    I recently took a course that I found to be extremely helpful and informative. The material was well-organized, easy to follow, and presented in a way that made it accessible to learners of all levels. Overall, I would highly recommend this course…
  • Anonymous
    The course's interactive nature, with quizzes, assignments, and hands-on projects, allowed me to immediately implement newfound knowledge. The guidance provided not only honed my skills but also enhanced my confidence in strategizing and executing d…
  • Anonymous
    My name is Ezuma Kingsley Nnabugo
    From Ebonyi state, Nigeria.
    I'm so happy and excited with this kind of learning and certification process.
    I especially love the way Prof talks while teaching, the quiz and the assignment. I want to add that with the knowledge acquired here, one needs a credit certificate. Did I say that, yes. The amount of focus and learning I got here, I didn't even pass through that in my normal University days. Thanks to Coursera team for making this wonderful opportunity available to me. I love what I have learned.

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