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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

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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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.

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Read about what's good

what should give you pause

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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

Foundational digital marketing overview

According to learners, this course offers a solid foundational understanding of how digital tools are transforming the core principles of marketing across product, promotion, placement, and price. Many find it an excellent introduction for beginners or those needing a high-level overview of the digital landscape's impact. While providing a broad perspective, some students with prior experience note that the content can be quite basic and may benefit from updates to reflect the rapid pace of change in digital platforms and strategies. Overall, it is seen as a valuable starting point , particularly for those new to the field, but might lack the depth required for advanced practitioners.

Organized around traditional marketing mix.

"I liked how the course followed the traditional marketing mix framework."

"Breaking it down into product, promotion, placement, and price was logical."

"The structure made it easy to see how digital affects each area."

Excellent starting point for newcomers.

"If you are new to digital marketing, this is an excellent place to start."

"Perfect course for someone just entering the field or curious about the basics."

"It simplified complex ideas making them accessible for beginners."

Provides a clear and comprehensive overview.

"This course gave me a solid foundation in understanding how digital tools are changing marketing."

"I gained a comprehensive overview of digital marketing's impact on the 4 Ps."

"The concepts were clearly explained and easy to grasp for a beginner."

Some examples or topics need updating.

"Some examples felt a bit dated given how fast the digital world moves."

"Could benefit from updating specific sections to reflect current trends and tools."

"While concepts are relevant, some illustrations aren't the most current."

May be too basic for experienced learners.

"For someone already in digital marketing, much of this felt like review."

"I was hoping for more in-depth coverage on specific digital tactics."

"Doesn't go deep enough into practical application for advanced practitioners."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing in a Digital World with these activities:

Read "Digital Marketing for Dummies"

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This book provides a comprehensive overview of digital marketing concepts, which will complement and reinforce the material covered in the course.

View Digital Marketing For Dummies (For Dummies... on Amazon

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Follow Online Digital Marketing Tutorials

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Supplementing the course material with online tutorials will provide you with additional perspectives and practical examples.

Browse courses on Digital Marketing

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Review Digital Marketing Concepts

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This activity will refresh your knowledge of essential digital marketing concepts, helping you better understand the course material.

Browse courses on Digital Marketing

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Six other activities

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Attend Study Group Meetings

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Engaging in study group discussions can enhance your understanding of the course material through collaboration and peer feedback.

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Identify potential study partners.
Establish a regular meeting schedule.
Prepare for each session by reviewing course materials.

Attend Digital Marketing Workshops

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Participating in digital marketing workshops can provide you with practical insights and exposure to industry trends.

Browse courses on Digital Marketing

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Write a Blog Post on a Digital Marketing Topic

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Creating a blog post will challenge you to synthesize your understanding of digital marketing concepts and communicate them effectively.

Browse courses on Digital Marketing

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Volunteer with a Digital Marketing Organization

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Volunteering will provide you with practical experience in digital marketing while contributing to a meaningful cause.

Browse courses on Digital Marketing

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Develop a Digital Marketing Plan

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By developing a digital marketing plan, you will apply the concepts learned in the course to a practical scenario, strengthening your understanding.

Browse courses on Digital Marketing Plan

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Create a Social Media Marketing Campaign

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Developing and implementing a social media marketing campaign will provide you with hands-on experience in applying digital marketing techniques.

Browse courses on Social Media Marketing

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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

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 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

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

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.

See salaries and explore the career path for Public relations manager

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

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

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)

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.

See salaries and explore the career path for UX Designer

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

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

Featured in The Course Notes

This course is mentioned in our blog, The Course Notes. Read one article that features Marketing in a Digital World:

5 New Specializations that Teach You Future-Proof Skills

7 minute read

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

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This classic textbook provides a comprehensive overview of marketing principles and practices

Marketing in a Digital World

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What's inside

Syllabus

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Reviews summary

Foundational digital marketing overview

Activities

Career center

Featured in The Course Notes

Reading list

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