The Digital Marketing Revolution from Coursera

The Digital Revolution is dramatically altered the way many products are created, promoted, distributed, and consumed. Before the advent of new digital technologies such as the Internet, personal computer and smartphone, marketing was largely an Analog (i.e., physical) activity. Today, many marketing activities such as how products are promoted are increasingly Digital in nature. However, we still live in an Analog (or physical) World. For example, even today, most sales are still conducted in physical stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital worlds on a daily basis. This course examines both the Analog and the Digital and how these two forces relate to one another within the Digital Marketing Revolution.

This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this learning adventure.

Upon successful completion of this course, you will be able to:

-Understand the key differences between Analog and Digital and the implications of these differences for marketing.

-Understand the four ways in which the Analog is being affected by the Digital Revolution.

-Develop and apply critical thinking skills regarding the role of both the Analog and the Digital upon both firms and consumers.

-Learn several real-world examples of various strategies for successful marketing of Analog products and services in an increasingly Digital world.

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/.

What's inside

Syllabus

Course Introduction and Module 1: Digital Dominance

This module provides an overview of the course content and introduces Module 1, which covers the topic of Digital Dominance. During the course introduction, you will be presented with an overview of the course content and various types of assignments. The learning objectives of Module 1 are listed below.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Examines the impact of the digital revolution on marketing, a topic highly relevant to the field

Provides real-world examples of successful marketing strategies in the digital age, making the course highly practical

Taught by an expert faculty with a strong reputation in digital marketing, ensuring high-quality content

Employs a blend of interactive learning techniques, including case studies, exercises, and interviews, making the course highly engaging

Part of a suite of online programs from a recognized business school, indicating academic rigor

Reviews summary

Insightful look at analog vs. digital marketing

According to learners, this course offers a strong conceptual foundation exploring the intersection of analog and digital marketing. Students appreciated the well-structured modules and the engaging mix of video lectures, case studies, and interviews with experts. While some found the content somewhat introductory, many felt it provided valuable frameworks and real-world examples to understand the evolving marketing landscape. The hands-on exercises were seen as helpful applications of the concepts. Overall, reviewers found it a highly relevant course for navigating modern marketing challenges.

Best suited for beginners or conceptual overview.

"While the course is good, it feels more like an introduction to the concepts rather than a deep dive into tactical digital marketing skills."

"If you're looking for highly advanced or technical digital marketing strategies, this might feel a bit basic."

"It's a great starting point for understanding the landscape, but doesn't go into granular detail on specific channels or tools."

"The level is accessible, which is great for newcomers, but might not fully challenge experienced marketers."

Fosters interaction and discussion.

"The course encourages engagement and provides opportunities to interact with other learners, which enhanced the experience."

"Being part of a learning community made discussing the concepts and cases much more insightful."

"The interactive approach mentioned in the description is evident and works well for this subject matter."

"Found the discussions and interactions with peers to be a positive aspect of the course."

Practical application of concepts.

"The hands-on exercises, like the augmented reality app task, pushed me to apply the concepts in a practical way."

"Found the exercises helpful for solidifying my understanding, they moved beyond just passive learning."

"Applying the frameworks through the exercises made the learning stick better than just watching lectures."

"The exercises were simple but effective ways to think about the concepts in different contexts."

Connects theory to current marketing practices.

"The examples provided were current and relevant, helping me see how these frameworks apply to actual companies and consumer behaviors."

"I learned several real-world strategies that are applicable to marketing analog products in today's digital world."

"This course really helps you think critically about the dynamic interplay of online and offline in modern business."

"It's highly relevant for anyone working in or interested in marketing today, offering practical insights."

Well-organized content and diverse learning materials.

"The blend of lectures, case studies, interviews, and hands-on exercises kept the course engaging and reinforced the learning."

"Modules are well-organized and the flow between topics makes sense, building on previous concepts effectively."

"Liked the case studies, they provide practical context for the theoretical concepts discussed in the lectures."

"The interviews with industry experts added another layer of real-world perspective that was very valuable."

Provides valuable models for understanding.

"The course presents a very clear framework (Domination, Resistance, Synergy, Transformation) that helps categorize and understand the complex relationship between Analog and Digital."

"I found the concepts like Glocal and TouchTech particularly insightful. They give specific lenses through which to view real-world examples."

"It helped me develop a solid conceptual understanding of how the digital revolution impacts traditional marketing practices."

"The structured approach explaining the four key effects on the analog world was easy to follow and very useful."

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 The Digital Marketing Revolution with these activities:

Compile a List of Digital Marketing Resources

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Provides a valuable resource for ongoing learning and reference, reinforcing the concepts covered in the course.

Browse courses on Online Learning

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Identify websites, blogs, and other resources that provide high-quality digital marketing content.
Organize the resources into a structured list, categorizing them by topic or type.

Follow Tutorials on Google Analytics and Google Ads

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Provides a hands-on introduction to essential digital marketing tools, enhancing your practical skills.

Browse courses on Google Analytics

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Complete the Google Analytics Academy.
Complete the Google Ads Fundamentals course.
Apply what you've learned to analyze your own website or a website of your choice.

Review 'Digital Marketing: Strategy, Implementation, and Practice' by Dave Chaffey and Fiona Ellis-Chadwick

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Provides a comprehensive overview of digital marketing concepts and strategies, helping you understand the key principles covered in the course.

View Chaffey: Digital Marketing 8e on Amazon

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Read the book's introduction and first chapter.
Summarize the key concepts covered in each chapter.
Identify examples of how these concepts are applied in real-world marketing campaigns.

Four other activities

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Analyze Digital Marketing Case Studies

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Develops your critical thinking skills by examining real-world examples of successful and unsuccessful digital marketing campaigns.

Browse courses on Marketing Analytics

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Select a digital marketing case study.
Identify the key marketing objectives, strategies, and tactics used.
Analyze the results of the campaign and identify factors contributing to its success or failure.

Attend a Digital Marketing Workshop

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Provides an immersive experience to develop practical skills and gain insights from experts in the field.

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Research and identify digital marketing workshops that cover topics relevant to your learning objectives.
Register for a workshop and attend.
Actively participate in the workshop activities and exercises.

Develop a Digital Marketing Plan for a Local Business

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Applies your understanding of digital marketing principles to create a practical plan for a real-world business.

Browse courses on Digital Marketing Plan

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Choose a local business to develop a plan for.
Conduct research on the business's target audience and competitive landscape.
Develop a digital marketing strategy that aligns with the business's objectives.
Create a detailed plan outlining the specific tactics that will be used to achieve the desired results.
Present your plan to the business owner or marketing team.

Contribute to Open Source Digital Marketing Projects

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Enhances your problem-solving skills, contributes to the digital marketing community, and expands your professional network.

Browse courses on Open Source

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Identify open source digital marketing projects that align with your interests.
Join the project community and discuss how you can contribute.
Make a meaningful contribution to the project.

Career center

Learners who complete The Digital Marketing Revolution will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning, executing, and managing digital marketing campaigns. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a strong foundation in digital marketing that will benefit you throughout your career.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

A Marketing Consultant helps clients with marketing strategy, development, implementation, and analysis. The Digital Marketing Revolution course will help you develop the skills necessary to excel in this role. You will learn how to create and execute effective marketing campaigns that take into account the latest digital trends. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a solid foundation in marketing that will benefit you throughout your career.

See salaries and explore the career path for Marketing Consultant

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective brand marketing campaigns that build brand awareness and loyalty. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a strong foundation in brand management that will benefit you throughout your career.

See salaries and explore the career path for Brand Manager

Social Media Manager

A Social Media Manager is responsible for developing and executing social media marketing campaigns. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective social media marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a strong foundation in social media marketing that will benefit you throughout your career.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing content marketing campaigns. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective content marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a strong foundation in content marketing that will benefit you throughout your career.

See salaries and explore the career path for Content Marketing Manager

Digital Marketing Strategist

A Digital Marketing Strategist is responsible for developing and executing digital marketing strategies. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective digital marketing strategies that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course will help you build a strong foundation in digital marketing strategy that will benefit you throughout your career.

See salaries and explore the career path for Digital Marketing Strategist

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing data. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to use data to make informed marketing decisions. You will also learn how to track the results of your marketing campaigns and make adjustments as needed. This course will help you build a strong foundation in marketing analytics that will benefit you throughout your career.

See salaries and explore the career path for Marketing Analyst

Product Manager

A Product Manager is responsible for the development and launch of new products. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to identify and define customer needs, develop product specifications, and launch new products successfully. You will also learn how to manage the product lifecycle and make decisions about product pricing, promotion, and distribution. This course will help you build a strong foundation in product management that will benefit you throughout your career.

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E-commerce Manager

An E-commerce Manager is responsible for managing an online store. The Digital Marketing Revolution course will help you develop the skills necessary to succeed in this role. You will learn how to create and execute effective e-commerce marketing campaigns. You will also learn how to manage the day-to-day operations of an online store. This course will help you build a strong foundation in e-commerce that will benefit you throughout your career.

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

Marketing Director

A Marketing Director is responsible for leading the marketing department of a company. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for Marketing Director positions.

See salaries and explore the career path for Marketing Director

Chief Marketing Officer

A Chief Marketing Officer (CMO) is responsible for leading the marketing efforts of a company. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for CMO positions.

See salaries and explore the career path for Chief Marketing Officer

Professor of Marketing

A Professor of Marketing is responsible for teaching and conducting research in the field of marketing. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for Professor of Marketing positions.

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Market Researcher

A Market Researcher is responsible for conducting market research studies. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for Market Researcher positions.

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Sales Manager

A Sales Manager is responsible for leading a sales team. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for Sales Manager positions.

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Customer Relationship Manager

A Customer Relationship Manager (CRM) is responsible for managing customer relationships. The Digital Marketing Revolution course may be useful for this role, as it will help you develop a strong foundation in digital marketing. You will learn how to create and execute effective digital marketing campaigns that reach your target audience. You will also learn how to measure the results of your campaigns and make adjustments as needed. This course may help you to stand out from other candidates when applying for CRM positions.

See salaries and explore the career path for Customer Relationship Manager