This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 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/).
This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Este curso faz parte do Programa de cursos integrados Marketing digitalMarketing Digital
Marketing no Universo Digital
oferecido por
Programa de cursos integrados Marketing digitalMarketing DigitalUniversidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign
Informações sobre o curso
4.6
4,941 classificações
Habilidades que você terá
MarketingDigital MarketingMarketing MixPricing Strategies
Programa - O que você aprenderá com este curso
Semana
1Course 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 vídeos (total de (Total 90 mín.) min), 11 leituras, 7 testes
13 videos
What is Marketing?7min
Basic Concept: Product7min
Digital Marketing IQ: Product4min
Digital Concept: Co-Creation, Part 14min
Digital Concept: Co-Creation, Part 214min
Digital Concept: Co-Creation, Part 36min
Case Study Intro: Local Motors2min
Case Study Summary: Local Motors6min
Digital Concept: Doppelgänger Brands, Part 19min
Digital Concept: Doppelgänger Brands, Part 27min
Exercise: Ideas.Lego.com5min
Campus Spotlight: John Rogers9min
11 leituras
Pre-course Survey10min
Learner Stories10min
Syllabus10min
About the Discussion Forums10min
Glossary10min
Brand Descriptions10min
Social Media10min
Module 1 Overview10min
Module 1 Readings30min
Optional Resources for Local Motors Case10min
Professor John A. Rogers10min
4 exercícios práticos
Orientation Quiz10min
Module 1 Basic Concept Practice Quiz4min
Module 1 Digital Concepts Practice Quiz 4min
Digital Tools for Developing Innovative New Products Quiz20min
Semana
2Digital 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 vídeos (total de (Total 88 mín.) min), 4 leituras, 5 testes
10 videos
Digital Marketing IQ: Promotion3min
Digital Concept: Authenticity, Part 110min
Digital Concept: Authenticity, Part 28min
Case Study Intro: Pepsi Refresh2min
Case Study Summary: Pepsi Refresh7min
Digital Concept: User Generated Content, Part 110min
Digital Concept: User Generated Content, Part 28min
Exercise: Wikipedia.org12min
Campus Spotlight: Alan Craig15min
4 leituras
Module 2 Overview10min
Module 2 Readings30min
Optional Resources for Pepsi Refresh Case10min
Professor Alan Craig10min
3 exercícios práticos
Module 2 Basic Concept Practice Quiz4min
Module 2 Digital Concepts Practice Quiz4min
Digital Tools for Persuading Customers to Buy Your Products Quiz20min
Semana
3Digital 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 vídeos (total de (Total 91 mín.) min), 5 leituras, 5 testes
12 videos
Digital Marketing IQ: Placement3min
Digital Concept: New Retail, Part 19min
Digital Concept: New Retail, Part 28min
Case Study Intro: Threadless3min
Case Study Summary: Threadless6min
Digital Concept: 3D Printing, Part 18min
Digital Concept: 3D Printing, Part 211min
Exercise: Thingiverse.com9min
Thingiverse Exercise Follow-Up8min
OPTIONAL: Video Demonstration of Printing at 3D Hubs1min
Campus Spotlight: Travis Ross11min
5 leituras
Module 3 Overview10min
Module 3 Readings30min
Optional Resources for Threadless Case10min
OPTIONAL: Try out a 3D Printer10min
Travis Ross10min
3 exercícios práticos
Module 3 Basic Concept Practice Quiz4min
Module 3 Digital Concepts Practice Quiz4min
Digital Tools for Effectively Distributing Your Products Quiz20min
Semana
4Digital 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 vídeos (total de (Total 86 mín.) min), 5 leituras, 5 testes
12 videos
Digital Marketing IQ: Price2min
Digital Concept: Pay What You Want, Part 15min
Digital Concept: Pay What You Want, Part 210min
Case Study Intro: Radiohead2min
Case Study Summary: Radiohead7min
Radiohead Case Study Follow-Up1min
Digital Concept: Price Comparison Tools, Part 16min
Digital Concept: Price Comparison Tools, Part 27min
Exercise: RedLaser.com11min
Campus Spotlight: Hari Sundaram23min
Marketing in a Digital World Conclusion2min
5 leituras
Module 4 Overview10min
Module 4 Readings30min
Optional Resources for Radiohead Case10min
Professor Hari Sundaram10min
Post-course survey10min
3 exercícios práticos
Module 4 Basic Concept Practice Quiz4min
Module 4 Digital Concepts Practice Quiz4min
Digital Tools for Setting the Right Prices for Your Products Quiz20min
49%
comecei uma nova carreira após concluir estes cursos
44%
consegui um benefício significativo de carreira com este curso
Melhores avaliações
por HJ•Aug 8th 2016
Greetings ,\n\nThis course is very beneficial and i thank the professor and everyone else at Coursera.\n\nPlease direct me, to be a talented successful individual in Digital Marketing.\n\nThank You.
por TT•Jan 20th 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.
Instrutores
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Comece a trabalhar rumo ao seu mestrado
Este curso é parte de uma graduação 100% on-line Master of Business Administration (iMBA) pela Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign.
Caso seja aceito para o programa completo, seus cursos contarão para sua graduação.
Sobre Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em 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.
Sobre o Programa de cursos integrados Marketing digitalMarketing Digital
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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
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