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.

Analog Resistance

In this module, you will examine Analog Resistance. Specifically, you will learn why some Analog products and services are resisting the Digital Revolution. After introducing the concept of Analog Resistance, this module will then explore two key concepts: Physicality and Protection. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Disposable Cameras) as well as a hands-on exercise (Write a Letter). At the end of this module, you will learn more about Analog Resistance from an interview with William Best (Champaign County Historical Museum). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance.

Digital & Analog Synergy

In this module you will examine Analog & Digital Synergy. Specifically, you will learn why some Analog & Digital products and services combine to create synergistic effects. After introducing the concept of Analog & Digital Synergy, this module will then explore two key concepts: Glocal and TouchTech. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Amazon Go) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn more about Analog & Digital Synergy from an interview with Craig Steesma (E-shots). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance. As a result of these various learning activities, you will develop a deep understanding of Analog & Digital Synergy.

Analog Transformation

In this module, you will examine Analog Transformation. Specifically, you will learn why some Analog products and services are being transformed by the Digital Revolution. After introducing the concept of Analog Transformation, this module will then explore two key concepts: Embracing and Distancing. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Museum of Ice Cream) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn more about Analog Transformation from an interview with Matt Difianis (REMAX). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.

Good to know

Know what's good

, what to watch for

, 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

The digital marketing revolution

Students say this course explores the interplay between analog and digital marketing, providing a unique perspective on marketing strategies. Professor Aric Rindfleisch captivates learners with his engaging teaching style and real-world examples, making complex concepts accessible. Participants appreciate the focus on practical applications, including vicarious activities and case studies that challenge their understanding. The course offers a deep dive into the evolution of marketing, emphasizing the co-existence and synergy between analog and digital approaches.

The course structure is well-organized, with a logical progression of topics and clear module conclusions.

"The course structure was well-organized, presenting the material in a logical sequence and covering key topics effectively."

The course challenges the idea of digital dominance, highlighting the value and relevance of analog marketing strategies in the digital age.

"This course explores the interplay between analog and digital marketing, providing a unique perspective on marketing strategies."

"The course offers a deep dive into the evolution of marketing, emphasizing the co-existence and synergy between analog and digital approaches."

The course emphasizes hands-on learning through vicarious activities, case studies, and industry expert interviews.

"The course provided real-world examples and case studies that demonstrated the practical application of digital marketing strategies across different industries."

"The interactive exercises and discussions encouraged active participation and thoughtful reflection."

"The only area for improvement that I can offer is my suggestion to use more recent articles for the required and supplemental reading."

Professor Rindfleisch's enthusiasm and clear communication style create a lively and engaging learning experience.

"The instructor's expertise and clear communication style made complex concepts intuitive and easy to understand."

"Professor Aric is terrific and I learned a great deal."

"The professor is very entertaining and provides great lessons."

Some of the required and supplemental reading materials may be outdated, potentially missing the most current industry insights.

"Some of the articles are almost 10 years old and, while much of the content is still relevant, it does not send a strong message in the context of a constantly-evolving landscape."

Career center

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

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.

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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.

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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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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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