This course is part of the Digital Marketing Specialization

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16,704 ratings

Aric Rindfleisch

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You can earn credits from the University of Illinois at Urbana-Champaign that count towards a Master of Business Administration (iMBA)

Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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This course examines how new digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 500,000 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/).
You will be able to: 
•	Understand how digital tools are changing the nature of marketing
•	Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities
•	Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts
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/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 29 hours to complete

English

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Skills you will gain

Digital Marketing
Marketing
Pricing Strategies
Marketing Mix
Product Strategies

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 29 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.84/5 (4,394 Ratings)

Aric Rindfleisch

John M. Jones Professor of Marketing

Department of Business Administration

621,072 Learners

10 Courses

Offered by

University of Illinois at Urbana-Champaign

Start working towards your degree

This Course is part of an online degree program offered by the University of Illinois at Urbana-Champaign. When you apply for a for-credit non-degree course through the university and complete it online, it counts as credit hours towards a degree at Illinois. All you have to do is apply through the university.

Master of Business Administration (iMBA)

University of Illinois at Urbana-Champaign

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Syllabus - What you will learn from this course

Content Rating98%(115,385 ratings)

Week

Week 1

9 hours to complete

COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT

9 hours to complete

12 videos (Total 86 min), 11 readings, 8 quizzes

12 videos

Welcome to Marketing in a Digital World4m

Marketing Overview11m

Learn on Your Terms30s

Product7m

Offering Product Ideas2m

Customer Co-Creation Part 18m

Customer Co-Creation Part 27m

Case Study Introduction: Threadless8m

Sharing Economy Part 110m

Sharing Economy Part 28m

Exercise: Ideas.Lego.com4m

Interview with Martijn Scheijbeler13m

11 readings

Learner Stories10m

Syllabus10m

Course Diagram10m

About the Discussion Forums10m

Glossary10m

Brand Descriptions10m

Learn More About Flexible Learning Paths10m

ePub10m

Module 1 Overview10m

Module 1 Readings and Transcript1h 30m

Optional Resources for Threadless Case Study10m

6 practice exercises

Orientation Quiz30m

Module 1 Basic Concept Practice Quiz10m

Module 1 Digital Concept 1 Practice Quiz: Customer Co-Creation10m

Module 1 Digital Concept 2 Practice Quiz: Sharing Economy 10m

Exercise Quiz: Ideas.Lego.com30m

Product Quiz30m

Week

Week 2

7 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PROMOTION

7 hours to complete

9 videos (Total 68 min), 3 readings, 7 quizzes

9 videos

Promotion7m

Product Reviews2m

User Generated Content Part 110m

User Generated Content Part 27m

Case Study Introduction: GoPro8m

Doppelganger Brand Images Part 19m

Doppelganger Brands Part 27m

Exercise: Wikipedia.org5m

Interview with Rafael Schwarz10m

3 readings

Module 2 Overview10m

Module 2 Readings and Transcript1h 30m

Optional Resources for GoPro Case Study10m

5 practice exercises

Module 2 Basic Concept Practice Quiz10m

Module 2 Digital Concept 1 Practice Quiz: User-Generated Content10m

Module 2 Digital Concept 2 Practice Quiz: Doppleganger Brands10m

Exercise Quiz: Wikipedia.org30m

Promotion Quiz30m

Week

Week 3

6 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PLACEMENT

6 hours to complete

9 videos (Total 77 min), 3 readings, 7 quizzes

9 videos

Placement7m

Online Shopping2m

New Retail Part 19m

New Retail Part 27m

Case Study Introduction: Tesla8m

Self Manufacturing Part 114m

Self Manufacturing Part 28m

Exercise: Thingiverse.com3m

Interview with Alan Craig & Max Collins13m

3 readings

Module 3 Overview10m

Module 3 Readings and Transcript1h

Optional Resources for Tesla Case Study10m

5 practice exercises

Module 3 Basic Concept Practice Quiz10m

Module 3 Digital Concept 1 Practice Quiz: New Retail10m

Module 3 Digital Concept 2 Practice Quiz: Desktop Manufacturing10m

Exercise Quiz: Thingiverse.com30m

Placement Quiz30m

Week

Week 4

7 hours to complete

HOW DIGITAL TOOLS ARE CHANGING PRICE

7 hours to complete

10 videos (Total 68 min), 6 readings, 7 quizzes

10 videos

Price Overview7m

Online Price Search2m

Pay What You Want8m

Pay What You Want Part 26m

Case Study Introduction: Panera7m

Freemium Part 19m

Freemium Part 28m

Exercise: It's Full of Sparks4m

Interview with Cody Burch9m

Gies Online Programs3m

6 readings

Module 4 Overview10m

Module 4 Readings1h

Optional Resources for Panera Case Study10m

Congratulations!10m

Please Rate this Course on Class Central10m

Get Your Course Certificate10m

5 practice exercises

Module 4 Basic Concept Practice Quiz10m

Module 4 Digital Concept 1 Practice Quiz: Pay What You Want10m

Module 4 Digital Concept 2 Practice Quiz: Freemium10m

Exercise Quiz: It's Full of Sparks30m

Price Quiz30m

Reviews

4.7

5383 reviews

5 stars
79.61%
4 stars
16.79%
3 stars
2.15%
2 stars
0.50%
1 star
0.93%

TOP REVIEWS FROM MARKETING IN A DIGITAL WORLD

by JTJul 18, 2020

in depth knowledge about digital marketing and all its dimensions , digital tools, how firms can improve their marketing , new method , how to blend new technology in traditional marketing practices.

by MRMay 17, 2020

This course was so helpful for me because I am marketing student and I don't have prior knowledge of digital marketing, this course helped me a lot in developing basic knowledge in digital marketing.

by DRMar 4, 2020

A thought provoking course which highlights the benefits of modern digital tools and applies them to marketing theory and how digital tools are changing the landscape of marketing. Highly recommend!

by TTJan 19, 2019

The course is amazing and has all the latest trends in Digital Marketing included. Thing I am missing is the presentation of the more traditional marketing methods as Email Marketing in more detail.

View all reviews

About the Digital Marketing Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Marketing in a Digital World

About this Course

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