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University of Illinois at Urbana-Champaign

Marketing in a Digital World

University of Illinois at Urbana-Champaign via Coursera


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 (

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


    • In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.
    • In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
    • In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
    • In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.

Taught by

Aric Rindfleisch



4.7 rating, based on 395 Class Central reviews

4.7 rating at Coursera based on 16459 ratings

Start your review of Marketing in a Digital World

  • Profile image for Preeti Juneja
    Preeti Juneja
    What do you learn in this course? In this course, you learn about SHIFT in marketing 4Ps. You will understand the transformational impact of digital on consumers. And most importantly, you apply this 'transformational' marketing knowledge to these already...
  • Vinisha Bhambhani completed this course, spending 7 hours a week on it and found the course difficulty to be medium.

    Unlike other Coursera courses that I have taken this one has a much more involvement by students in terms of participating in assignments (2 per module) along with the regular quizzes (also 3 per module)
    The assignments are designed in a way that provoke you to dig deeper into the case and bring out your thoughts and ideas to the table which is then reviewed by peers who also give great feedback. The learning community is greatly involved and this makes the learning even more fun.
    This course made me see things through a broad market perspective rather than just an agency side person. Highly recommend this course for people who have a grip of the marketing industry and want to learn further.
  • Anonymous
    I really like this course. It helps me have a fundamental and deeper knowledge about digital and how digital effect marketing. It was really helpful. At first, when I read the reviews about the course, I was hesitate because other people said that this course wasn't have been updated, and it not fit with the presence anymore. But when I entered the course, I wasn't disappointed. THE COURSE WAS updated. The examples and the studies about marketing is new, around 2020, 2021 so I was really happy that I entered the course
  • Horace Laai
    I am an advertising expert in China with over 20-year experience. We are talking about UGC/FREEMIUM in our daily works. This course help me have another angle to study marketing in the modern digital world. The material is uptodate. It is really helpful. I do recommend my colleage and my friend to study it. Thanks a lot. I will finish the honor assignment later.
  • Anonymous
    Such a great course! It allows me to think more critically and the use of videos, readings, quizzes, etc. is a good multimodal strategy for learners to stay active and learn from different perspectives! Thank you!
  • Anonymous
    This course has opened my eyes to the new world of marketing in this digital age. The quality of the lectures is unquantifiable. I'll say thank you.
  • Profile image for Vanes Naldi
    Vanes Naldi

    Vanes Naldi completed this course, spending 4 hours a week on it and found the course difficulty to be easy.

    You can believe the hype: content wise, this is an excellent course. Professor Rindfleisch is so articulate in a down-to-earth way that I'd certainly consider enrolling in other courses of his. It's a near-perfect introduction to the four P's of marketing...
  • Anonymous
    The course is well planned and the instructor is amazing. He makes one feel like they are seated in a physical class.
  • Lydia Grachyova is taking this course right now, spending 3 hours a week on it and found the course difficulty to be medium.

    I'm about to complete this course and have to say that it's one of the best MOOCs offered on Coursera.

    This MOOC is well-organized, and staff is there to answer your questions and concerns. There have been so many discussions that if you need to find an answer to something, just search for your topic in discussion forums, and I am sure it will come up.

    Videos are of good quality and the professor has a good style of delivery. I like that this course combines lectures with interviews with students and experts in different fields. I learned new concepts in regards to digital marketing that I didn't know before so it was time well-spent!
  • Anonymous
    I feel the course or the entire Digital Marketing Specialization is less practical in that what you teach is defining concepts all through from course 1 yet a student like me need practical knowledge on how to do, not what the terms are. For example,...
  • Anonymous

    Anonymous completed this course.

    I am a marketing professional with a Bachelor's degree circa 1998.
    My roles in marketing have been more trade focused.
    This class challenged the way I think about the scope and impact of Digital Technologies, and how they apply to marketing. The lectures and assignments were interesting, however a bit dated in some cases. My biggest disappointment came with the low level of quality of work of my peers in the class. I would say 2 out of 3 do the minimum amount of work to complete the assignments. I even had someone complain that my responses were too long on an assignment that I heavily researched and considered. I had to remind myself this is a MOOC and democratic education is great but comes with setbacks.
  • Anonymous
    This is one of the best courses on digital marketing. I have taken over 20+ business courses on Coursera and this was one of the most engaging course. The content gives one a very broad and strategic perspective on the digital transformation of 4Ps of marketing. It is a great resource for anyone beginning to work in this field, already in it, and other professionals who work on digital transformations.

    This will truly give you the knowledge to make sense of the digital world.

    The professor is adept at teaching in a very captivating way. I truly enjoyed the learning experience and the content was fascinating.
  • Aitor Morgado completed this course, spending 4 hours a week on it and found the course difficulty to be easy.

    Excellent course! The new concepts of digital marketing which appear in this course are up to date. The teacher, the lessons and the exercises keep you interested in this area.
  • This course helped me refresh my knowledge about 4P (Marketing Mix) knowledge. For the last 3 years I have been dealing exclusively with CRM marketing tasks. In order to develop further and grow as a professional, I realized that I had to look at marketing more broadly than before. I achieved this goal on the course. I also want to note that I liked the structure of the lesson. At the beginning of the lesson, you can read 4-5 articles and studies and highlight important points. Thus, you will receive twice as much information.
  • Tamara Bustos Porras
    I enjoyed a lot! I learned so many things that will help me in the future! There were so many things that I've never notice but after taking this course I will be able to understand more about the marketing in a digital world. Also, I want to thank the professor Aric, I think he explain so good, it's not boring, you can learn a lot with him.
  • Dusko Petrovic
    Great course, really unique. It is well structured, clear and concise. Aric introduces the matter by examples, case studies, academic insights and expert's interviews, so you will gradually and systematically learn about new digital marketing terms, principles, practices and strategies. You will not get recipes how to do marketing research, how to do campaign, how to use Google ads, analytics, SEO, Facebook ads, and so on, but you will get very strong basic knowledge about broad range of topics, and strong foundation for future studies and knowledge development in digital marketing, as well as better understanding the purpose of practical digital marketing tools you will use. Very recommended from my side!
  • Anonymous
    The course was fantastic at delivering modern and relevant marketing strategies in our digital world. This course reviews and goes over market trends seen in cyber space through trends and helps deliver understanding with techniques and concepts used in our world. This course is truly beneficial for those breaking into marketing for the first time or for those that wish to expand their marketing skill sets with current information. The lectures, activities, information, and everything else all lead to a deeper and more profound understanding of how consumers are digitally impacting firms and how firms can use such digital tools to market to them. Highly recommended!
  • Anonymous
    This course open my mind to a lot of stuff related to the marketing mix: products, promotions, placement, and pricing. and give me knowledge about how I should think about each part of them.

    If you are a marketer or want to be one (in my opinion) this course is A MUST for you.

    The resources that are provided in this course are top-notch, I am more of a video person but I enjoyed each resource that was provided in this course.

    Totally worth the time, effort, and money.

    Special thanks to Prof. Aric and all members and staff who helped to make this course available to us.
  • Anonymous
    I love this course and I like my teacher, he is so clear and has good knowledge. I was so excited about every lesson. I get many things from this course and understand digital Marketing deeply. Thank you Coursera and thank my teacher.
  • Profile image for Antonio Chavez
    Antonio Chavez
    Thanks for the free course in digital Marketing offered by Illinois through Coursera, as a begginer in this field of study and not a native english speaker person, I can say that the course is easy to understand and enagaging as you can learn not just from the course materials but also from the ideas that being shared by co learners. It helps me to understand how digital business emerge in the new era and continously changing society, how it affect our every day life and more importantly it incfrease my knowledged in the field of business, and as a consumer.

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