Informações sobre o curso: Este curso analisa de que forma as ferramentas digitais tais como a Internet, smartphones e a impressão 3D estão revolucionando o mundo do marketing, ao transferir o poder de pressão das empresas para os consumidores. O Marketing em um Mundo Digital é um dos cursos mais procurados no Coursera e já atraiu mais de 100.000 alunos. De acordo com o website Central.com, este curso é também o que possui a qualificação mais alta dentre os cursos online de negócios do mundo. A NC Magazine classificou este curso como um dos "10 mais bem atualizados cursos online para profissionais em 2015". Este curso é parte do iMBA oferecido pela Universidade de Illinois, um MBA flexível e totalmente credenciado, tendo um custo incrivelmente competitivo. Para mais informações, consulte a página de recursos deste curso ou o site onlinemba.illinois.edu .
Desenvolvido por: University of Illinois at Urbana-Champaign
Ministrado por: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
| Informações básicas | Curso 1 de 7 no Marketing digitalMarketing Digital Specialization |
| Nível | Beginner |
| Compromisso | 4 semanas de estudo, 6-8 horas/semana |
| Idioma | English, Legendas: Chinese (Simplified), Portuguese (Brazilian), Vietnamese, Turkish, Spanish |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
| Classificação do usuário |
Conclua este curso para chegar mais perto de:
Programa de cursos integrados Marketing digitalMarketing Digital
Este curso faz parte do Programa de cursos integrados Marketing digitalMarketing Digital de 7 cursos do University of Illinois at Urbana-Champaign
Master of Business Administration (iMBA)
Este curso faz parte do programa de graduação 18 courses plus three capstone projects totalmente on-line
Programa
SEMANA 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: Pre-course Survey
- Discussion Prompt: Digital world
- Reading: Learner Stories
- Reading: Syllabus
- Reading: About the Discussion Forums
- Vídeo: What is Marketing?
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: Social Media
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: Basic Concept: Product
- Vídeo: Digital Marketing IQ: Product
- Practice Quiz: Module 1 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Co-Creation, Part 1
- Vídeo: Digital Concept: Co-Creation, Part 2
- Vídeo: Digital Concept: Co-Creation, Part 3
- Reading: Optional Resources for Local Motors Case
- Vídeo: Case Study Intro: Local Motors
- Vídeo: Case Study Summary: Local Motors
- Vídeo: Digital Concept: Doppelgänger Brands, Part 1
- Vídeo: Digital Concept: Doppelgänger Brands, Part 2
- Peer Review: OPTIONAL: Doppelgänger Brand Image Activity
- Practice Quiz: Module 1 Digital Concepts Practice Quiz
- Vídeo: Exercise: Ideas.Lego.com
- Vídeo: Campus Spotlight: John Rogers
- Reading: Professor John A. Rogers
Nota atribuída: Case Discussion: Local Motors
Nota atribuída: Lego Ideas Exercise
Nota atribuída: Digital Tools for Developing Innovative New Products Quiz
SEMANA 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
- Vídeo: Digital Marketing IQ: Promotion
- Practice Quiz: Module 2 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Authenticity, Part 1
- Vídeo: Digital Concept: Authenticity, Part 2
- Reading: Optional Resources for Pepsi Refresh Case
- Vídeo: Case Study Intro: Pepsi Refresh
- Vídeo: Case Study Summary: Pepsi Refresh
- Vídeo: Digital Concept: User Generated Content, Part 1
- Vídeo: Digital Concept: User Generated Content, Part 2
- Practice Quiz: Module 2 Digital Concepts Practice Quiz
- Vídeo: Exercise: Wikipedia.org
- Vídeo: Campus Spotlight: Alan Craig
- Reading: Professor Alan Craig
Nota atribuída: Case Discussion: Pepsi Refresh
Nota atribuída: Wikipedia Exercise
Nota atribuída: Digital Tools for Persuading Customers to Buy Your Products Quiz
SEMANA 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
- Vídeo: Digital Marketing IQ: Placement
- Practice Quiz: Module 3 Basic Concept Practice Quiz
- Vídeo: Digital Concept: New Retail, Part 1
- Vídeo: Digital Concept: New Retail, Part 2
- Reading: Optional Resources for Threadless Case
- Vídeo: Case Study Intro: Threadless
- Vídeo: Case Study Summary: Threadless
- Vídeo: Digital Concept: 3D Printing, Part 1
- Vídeo: Digital Concept: 3D Printing, Part 2
- Practice Quiz: Module 3 Digital Concepts Practice Quiz
- Vídeo: Exercise: Thingiverse.com
- Vídeo: Thingiverse Exercise Follow-Up
- Reading: OPTIONAL: Try out a 3D Printer
- Vídeo: OPTIONAL: Video Demonstration of Printing at 3D Hubs
- Vídeo: Campus Spotlight: Travis Ross
- Reading: Travis Ross
Nota atribuída: Case Discussion: Threadless
Nota atribuída: Thingiverse Exercise
Nota atribuída: Digital Tools for Effectively Distributing Your Products Quiz
SEMANA 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, 5 readings, 2 practice quizzes
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: Digital Marketing IQ: Price
- Practice Quiz: Module 4 Basic Concept Practice Quiz
- Vídeo: Digital Concept: Pay What You Want, Part 1
- Vídeo: Digital Concept: Pay What You Want, Part 2
- Reading: Optional Resources for Radiohead Case
- Vídeo: Case Study Intro: Radiohead
- Vídeo: Case Study Summary: Radiohead
- Vídeo: Radiohead Case Study Follow-Up
- Vídeo: Digital Concept: Price Comparison Tools, Part 1
- Vídeo: Digital Concept: Price Comparison Tools, Part 2
- Practice Quiz: Module 4 Digital Concepts Practice Quiz
- Vídeo: Exercise: RedLaser.com
- Vídeo: Campus Spotlight: Hari Sundaram
- Reading: Professor Hari Sundaram
- Vídeo: Marketing in a Digital World Conclusion
- Reading: Post-course survey
Nota atribuída: Case Discussion: Radiohead
Nota atribuída: RedLaser Exercise
Nota atribuída: Digital Tools for Setting the Right Prices for Your Products Quiz
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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.
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| Acesso aos materiais do curso | Disponível |
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| Receba uma nota final | Disponível |
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