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University of Illinois at Urbana-Champaign

The Digital Marketing Revolution

University of Illinois at Urbana-Champaign via Coursera

Overview

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 Overview and Digital Dominance
    • In this module you will examine Digital Dominance. Specifically, you will learn why some Analog products and services are becoming dominated by the Digital Revolution. After introducing the concept of Digital Dominance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (typing a message on a typewriter). This module will then explore two key concepts: Efficiency and Democracy. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (U of I Credit Union) as well as a hands-on exercise (Purchase Online). At the end of this module, you will learn some research insights from Professor Donna Hoffman (George Washington University). As a result of these various learning activities, you will develop a deep understanding of Digital Dominance.
  • 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out an adult coloring book). 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 (Willard Airport) as well as a hands-on exercise (Visit a Physical Store, Part 1). At the end of this module, you will learn some research insights from Professor Markus Geisler (York University). 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (using an augmented reality app). 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@Illinois) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn some research insights from Professor David Bell (University of Pennsylvania). 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out the Thingiverse Customizer). 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 (Illinois Athletics) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn some research insights from Professor Wayne Hoyer (University of Texas). 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 194 Class Central reviews

4.7 rating at Coursera based on 1257 ratings

Start your review of The Digital Marketing Revolution

  • 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
    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.
  • Kennedy Marshall Solano
    Professor Aric Rindfleisch thank you for the opportunity to share your wisdom regarding this specialization and thank the University of Illonios Urban -Champaing in partnership with coursera for providing the possibility of bringing their study programs globally thanks for that. A very special greeting a hug for all and thank you.

      Cordially Kennedy Marshall S.
  • Profile image for Prasoon Dubey
    Prasoon Dubey
    I really learned a lot of insights through the course . The course structure was very well maintained and flow of the lecture was also awesome . Professor Aric Rindfleisch has shown us a new way of teaching methods like vicarious learning , store exercises , market insights with experts , etc were very engaging.
  • 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 Hunter...
  • 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. The...
  • Anonymous
    The journey to the Digital revolution has been made easy and interesting, the concept is well understood as a student and the effort of the faculty has developed interest in the subject. Thankyou so much for the journey through the subject making it an enriching experience.
  • Anonymous
    This educational community is very nice for providing new types case study research. There will always be respect in life. And I will use it for good. Efforts will always be made, developed countries will definitely contact me.
  • Anonymous
    The course was extremely informative and engaging at the same time. I particularly enjoyed the vicarious activities which apart from enlightening one, offered me a personal touch with the actual activity and widened my imagination towards the various...
  • Anonymous
    Best course as it starts from basics and video lectures don't feels like boring study lectures but we are able to learn things very easily and efficiently
  • 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.
  • Dusko Petrovic
    A very exciting journey through the Digital Marketing Revolution. Professor Aric teaches the material systematically and fluently, through useful examples from practice, and interviews with leading digital marketing experts and university lecturers. Analyzing...
  • Anonymous
    As a business owner, there wasn't much hands on practical knowledge in this course to use in my digital marketing efforts. While I definitely got a better sense of ideas that can impact a consumer's journey, much of the concepts were vague, and thus,...
  • Profile image for Varun Goyal
    Varun Goyal
    The course's content and pedagogy were very good. Show and tell, Nadia Knows and activities were very attractive. Also, the assignments were very indulging. But after all of this, I feel there are some improvements that can be done to improve this course:- 1....
  • Anonymous
    Digital is a new mantra. Every part of our lives is affected, more or less, by digital. Even human relationships have partially reached the digital level. Most of us have digital avatars — or digital twins, who speak the language of the industry — that...
  • RTan
    I enjoyed this course a lot. I appreciate how the content is organised weekly - one clear topic a week, with first the concept introduced, vicarious learning to bring the concept alive and further elaboration of the concept for deeper understanding....
  • Anonymous
    The course was fantastic! This has helped delve in the world of marketing and give aspects as to analog and digital with how they interact with each other and how to apply them in the marketing sense. There were interactive videos, assignments, and short quizzes at the end of each module. I would highly recommend this course to anyone who wishes to either expand their marketing knowledge into current trends or to anyone who is cracking into digital marketing for the first time such as myself. Aric was also a great teacher and would give insights into each concept as well as hold dynamic conversations with experts in a variety of areas. I feel more educated now and the beauty of going at your own pace really helped drive this.
  • Anonymous
    The digital marketing revolution is a very deep and extensive course,it brings us closer to the basis of the digital abd analog worlds,the relationship between these two,I advised any one who wants to master the digital marketing specialization to take this course as it gives insight to the basics and basis of digital marketing. There were extensive and we'll detailed examples to back up points and also assignment that required critical thinking. Overall I personally enjoyed taking this course as it has prepared me with the basic knowledge of the differences,interactions and relationship between the digital world and the analog world. The professor was very relatable and simple in his teachings
  • Anonymous
    I found this course to be packed with relevant information about the nature of Digital Marketing and provided me with an excellent background to continue exploring the contemporary effects of Marketing within the digital world. I also found Arick to be a believable and friendly instructor, obviously enthused about the course and its subject matter. I suspect the only negative aspect I experienced is the pace of the classwork, occasionally going a little slower than i might have expected. It was an excellent choice to involve professionals from other schools to enhance the reliability of information and gave credence to the authenticity of the information. Thanks for the experience!
  • Anonymous
    This course has given me the understanding of how two different world i.e. Analog World and Digital World revolves around each of us and we can have the benefit of both either separately or by combining both and have synergy.
    The market insights provided by various professors are very thoughtful and engaging. Few of the new strategies and tools are introduced by the professors which can be beneficial for each and everyone in our day today life.
    The concept of Digital Marketing Revolution is very vast and this course has given the brief idea of each and every concept clearly with lots of examples to understand the same in a easy way.

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