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Marketing in a Digital World

Aric Rindfleisch and Steve Raquel

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/.

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What's inside

Syllabus

COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT

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.

HOW DIGITAL TOOLS ARE CHANGING PROMOTION

In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.

HOW DIGITAL TOOLS ARE CHANGING PLACEMENT

In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.

HOW DIGITAL TOOLS ARE CHANGING PRICE

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

This course covers the impact of digital tools on marketing, including how they empower consumers in product development, promotion, placement, and pricing

Taught by Aric Rindfleisch and Steve Raquel, who are recognized for their work in marketing and digital transformation

Part of the Gies College of Business' suite of online programs, including the iMBA and iMSM, indicating its alignment with industry standards

Highly relevant for professionals seeking to enhance their digital marketing skills and stay up-to-date with industry trends

Requires no prerequisites, making it accessible to learners with varying backgrounds

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Reviews summary

Exceptional digital marketing course

Learners say this course provides an exceptional learning experience for marketing professionals interested in digital marketing. According to students, this engaging course is well received because of its well organized structure, relevant assignments, and engaging lectures. Many highly recommend this course to other learners and say it’s one of the best MOOCs offered on Coursera.

Case studies illustrate how concepts apply to real-world situations.

"I enjoyed the fact that the teacher exposes the student to different ideas and current trends in the present."

"Great course covering some of the important aspects of digital marketing as well as giving enough room for the new and emerging technologies that is changing the way brands and marketers work."

Course features interviews with experts and case studies.

"The course was very informative.It actually helped me a lot in understanding the digital marketing and the concepts of the same.also the lectures and assignments were a great fun !"

"This course by Professor Aric is extremely well organized and has a lot of creative content. The videos were informative, the case studies were interesting and the exercises were a lot of fun."

Content is well presented and easy to follow.

"This course exceeded my expectations. It is an eye opener to how the emergence of digital tools (smartphone, internet and 3D printing) is shifting balance of power, on a fast pace, from firms to consumers."

"This is an excellent course, very well laid out and articulated in a concise yet compelling manner by Prof. Rindfleisch."

Course instructor is knowledgeable and responsive.

"I really enjoyed this course that talks about the 4-P concept applied to the new digital tools available. Besides, Aric Rindfleisch is an interesting and knowledgable teacher."

"Prof Aric and everyone who helped in formulating this course. Its an awesome course and very well structured."

Students recommend this course to other learners.

"I would recommend this course to anyone involved in Marketing."

"I highly recommend this course for those interested in a Digital Marketing."

Relevant, fun homework assignments reinforce learning.

"The practical assignments were appropriate and helped to reinforce the course content."

"Entertaining and very complete course on digital marketing. I liked the hands-on exercises, which were very detailed and fun."

Students provide feedback on each other's work.

"I really enjoyed taking this course. Professor Alric Rindfleisch is really passionated by his subject and succeeds into sharing that passion. The examples are very varied, coming from many markets and very well chosen to illustrate the concepts at stake."

"I have really enjoyed taking this course, and I have found the information very interesting."

Career center

Learners who complete Marketing in a Digital World will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

A Digital Marketing Specialist plans, executes, and analyzes digital marketing campaigns and leads the digital component of marketing efforts. This course will provide you with an understanding of how digital tools are changing the marketing landscape and how to use these tools effectively in a marketing campaign.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

A Social Media Manager develops and executes social media strategies to reach a target audience and promote a brand. This course will help you understand how to use digital tools to engage with customers on social media and build brand awareness.

See salaries and explore the career path for Social Media Manager

Marketing Analyst

A Marketing Analyst collects, analyzes, and interprets marketing data to identify trends and develop marketing strategies. This course will teach you how to use digital tools to collect and analyze marketing data and use this data to make informed marketing decisions.

See salaries and explore the career path for Marketing Analyst

E-commerce Manager

An E-commerce Manager is responsible for managing an online store and overseeing the online sales process. This course will teach you how to use digital tools to build and manage an online store, as well as how to market and sell products online.

See salaries and explore the career path for E-commerce Manager

Content Marketing Manager

A Content Marketing Manager plans, creates, and manages content that is valuable to a target audience. This course will teach you how to leverage digital tools to create and distribute effective content that engages customers and promotes your brand.

See salaries and explore the career path for Content Marketing Manager

Marketing Manager

A Marketing Manager oversees marketing campaigns and coordinates with the sales team to execute those campaigns. This course teaches you how digital tools have changed the roles and practices of both firms and consumers. This can help a Marketing Manager better understand how to use these new tools to engage with customers and create successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Product Marketing Manager

A Product Marketing Manager is responsible for developing and executing marketing strategies for a specific product or product line. This course will help you understand how to use digital tools to research and develop new products, as well as how to promote and sell products to customers.

See salaries and explore the career path for Product Marketing Manager

Customer Relationship Manager (CRM)

A Customer Relationship Manager (CRM) is responsible for managing customer relationships and ensuring customer satisfaction. This course will teach you how to use digital tools to track and manage customer interactions, as well as how to build and maintain customer relationships.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Business Development Manager

A Business Development Manager is responsible for identifying and developing new business opportunities. This course will teach you how to use digital tools to research and identify new business opportunities, as well as how to build relationships with potential customers.

See salaries and explore the career path for Business Development Manager

UX Designer

A UX Designer is responsible for designing the user experience for a website or app. This course will teach you how to use digital tools to design and prototype user interfaces, as well as how to test and evaluate user experience.

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Public relations manager

A Public Relations Manager is responsible for managing a company's public image and reputation. This course will teach you how to use digital tools to communicate with the media and build relationships with key stakeholders.

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Brand Manager

A Brand Manager is responsible for developing and maintaining a brand's identity and image. This course will teach you how to use digital tools to build and manage a brand online, as well as how to track and measure brand performance.

See salaries and explore the career path for Brand Manager

Web Developer

A Web Developer is responsible for developing and maintaining websites. This course will teach you how to use digital tools to build and maintain websites, as well as how to design and implement web applications.

See salaries and explore the career path for Web Developer

Data Analyst

A Data Analyst collects, analyzes, and interprets data to identify trends and patterns. This course will teach you how to use digital tools to collect and analyze data, as well as how to use this data to make informed decisions.

See salaries and explore the career path for Data Analyst

Sales Manager

A Sales Manager is responsible for leading and managing a sales team to achieve sales targets. This course will help you understand how to use digital tools to manage a sales team and track sales performance.

See salaries and explore the career path for Sales Manager

Reading list

We've selected 16 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Marketing in a Digital World.

Marketing Management