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University of Illinois at Urbana-Champaign

The Digital Marketing Revolution

University of Illinois at Urbana-Champaign via Coursera

Overview

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/.

Syllabus

  • Course Overview and Digital Dominance
    • In this module you will examine Digital Dominance. Specifically, you will learn why some Analog products and services are becoming dominated by the Digital Revolution. After introducing the concept of Digital Dominance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (typing a message on a typewriter). This module will then explore two key concepts: Efficiency and Democracy. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (U of I Credit Union) as well as a hands-on exercise (Purchase Online). At the end of this module, you will learn some research insights from Professor Donna Hoffman (George Washington University). As a result of these various learning activities, you will develop a deep understanding of Digital Dominance.
  • 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out an adult coloring book). 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 (Willard Airport) as well as a hands-on exercise (Visit a Physical Store, Part 1). At the end of this module, you will learn some research insights from Professor Markus Geisler (York University). 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (using an augmented reality app). 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@Illinois) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn some research insights from Professor David Bell (University of Pennsylvania). 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, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out the Thingiverse Customizer). 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 (Illinois Athletics) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn some research insights from Professor Wayne Hoyer (University of Texas). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.

Taught by

Aric Rindfleisch

Reviews

4.8 rating, based on 139 reviews

Start your review of The Digital Marketing Revolution

  • Anonymous
    This course has helped me understand many analog and digital interactions. 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...
  • Profile image for Preeti Juneja
    Preeti Juneja
    This course is very different and extremely interesting! It takes a little bit to grasp the concepts because we are conditioned to think in one direction i.e. from real/physical to virtual/digital! Rarely do we think in the other direction. This course does that - it brings one's attention to know how digital world is being transformed by the 'physical/real' world. The course makes one aware of hidden opportunities or untapped potential in markets! It hinges on the fringes of marketing, creativity and new business ideas!

    The professor is very good and his way of presenting information keeps one engaged. Moreover, I think this content is very niche, thought-provoking and resourceful.
  • Anonymous
    I actually was abit touched about how he prepared the course and check the details
    through I am not a native and have a kinda language barrier to understand all academic words but the professor Eric tried his best to understand non-native students

    and literally all of his videos were organized well.
    and put proper effects and videos and images for better concentration.
    and people who invited provided me a great insight too

    I really appreciate his effort
    It was an honor to take this course with cheap price on coursera.

    Definitely 5stars
    gam sa hap ni da from south korea ( _ _ )
  • I really learned a lot of insights through the course . The course structure was very well maintained and flow of the lecture was also awesome . Professor Aric Rindfleisch has shown us a new way of teaching methods like vicarious learning , store exercises , market insights with experts , etc were very engaging.
  • Anonymous
    The journey to the Digital revolution has been made easy and interesting, the concept is well understood as a student and the effort of the faculty has developed interest in the subject. Thankyou so much for the journey through the subject making it an enriching experience.
  • Anonymous
    The course was extremely informative and engaging at the same time. I particularly enjoyed the vicarious activities which apart from enlightening one, offered me a personal touch with the actual activity and widened my imagination towards the various...
  • Anonymous
    Professor Rindfleisch your are the best!!
    I recommend this course to anyone want to start learning digital marketing.
  • Anonymous
    As a business owner, there wasn't much hands on practical knowledge in this course to use in my digital marketing efforts. While I definitely got a better sense of ideas that can impact a consumer's journey, much of the concepts were vague, and thus,...
  • The course's content and pedagogy were very good. Show and tell, Nadia Knows and activities were very attractive. Also, the assignments were very indulging. But after all of this, I feel there are some improvements that can be done to improve this course:- 1....
  • Anonymous
    Digital is a new mantra. Every part of our lives is affected, more or less, by digital. Even human relationships have partially reached the digital level. Most of us have digital avatars — or digital twins, who speak the language of the industry — that...
  • Anonymous
    The course on 'Digital Marketing Revolution' given by Prof. Aric from University of Illinois was quite excellent. He broke the interaction of Analog and Digital into 4 distinct modules - Dominance, Resistance, Synergy and Transformation. Each module...
  • Anonymous
    Lessons were complete and enjoyable. Professor Eric takes us on a journey that covers Digital Marketing innovations as well as the current synergy there is between digital and analog. The classes were complete, I enjoyed the additional readings, and loved the book Revenge of the Analog. The assignments were also fun to write, my only qualm is with the peer-review system. I didn't think they were great, especially given that the answers were highly subjective, so people were basically using their subjectivity to grade others on something that was subjective in the first place. Confusing. I also believe all assignments should be submitted anonymously, but this is more of a structural issue within Coursera and not necessary Illinois.
  • Anonymous
    The course was fantastic! This has helped delve in the world of marketing and give aspects as to analog and digital with how they interact with each other and how to apply them in the marketing sense. There were interactive videos, assignments, and short quizzes at the end of each module. I would highly recommend this course to anyone who wishes to either expand their marketing knowledge into current trends or to anyone who is cracking into digital marketing for the first time such as myself. Aric was also a great teacher and would give insights into each concept as well as hold dynamic conversations with experts in a variety of areas. I feel more educated now and the beauty of going at your own pace really helped drive this.
  • Anonymous
    I found this course to be packed with relevant information about the nature of Digital Marketing and provided me with an excellent background to continue exploring the contemporary effects of Marketing within the digital world. I also found Arick to be a believable and friendly instructor, obviously enthused about the course and its subject matter. I suspect the only negative aspect I experienced is the pace of the classwork, occasionally going a little slower than i might have expected. It was an excellent choice to involve professionals from other schools to enhance the reliability of information and gave credence to the authenticity of the information. Thanks for the experience!
  • Anonymous
    The course is truly awesome, explained in detail the case studies are very good and have a unique concept attached to each of them, these concepts are very interesting and help us as a learner to understand how digital and analog are complementary to each other and are helping each other in some aspect of the other. The detailed course material as well as the practical exercises, help in creating a vision for the learners to think from the aspects they have never thought about before. This course is certainly an eye-opener and helps learners with the ever-evolving digital vs analog relation, educating us of the different aspects and the need for both of them to co-exist.
  • Anonymous
    This course offers a full spectrum of topics related to digital marketing. The learning content is conveyed in a very clear and detailed manner. The course is broken up by reading material, interesting case studies and interviews with experts. The script is also very helpful for me and so far I have not taken a course that has delivered such a comprehensive and great script. I am excited to continue the course and look forward to the rest of the course. I also love that this university is making their knowledge and professors available to people all over the world. I also love the high quality certification and it will definitely add value to my resume!
  • Anonymous
    In one word, Amazing! The concepts, the way this course is delivered with examples, exercises, insights from experts, articles, etc., its very easy to understand and relate to how marketing and the world has evolved in this digital age. It provides a solid foundation into understanding the relationship between analog and digital. The shift from traditional way of studying definitely helps in understanding the subject better and is definitely more efficient in time management.
    However, this is only portion of the the entire course and I believe it would be beneficial to complete the other ones as well.
  • Anonymous
    Excellent introduction into how digital impacts analog and what this means for a marketeer. Very good mixture of video lessons and reading material, with opportunity of additional material offered. Balanced assignments, that provides the student the opportunity to rethink and apply the courses content. What I liked very much is the link between theoretical concepts and their practical application, that are well explained by the course instructor. Another great part, is the expert interview at the end of each week. Highly recommended for anyone interested in digital marketing.
  • Anonymous
    I enjoyed this course. It was a good intro into the concepts of marketing within the two worlds of analog and digital.

    Some of the additional reading materials were not accessible without a paid account with the publication; but since these were only the additional materials and not the required reading materials I didn't mind as much.

    I think one will find value in taking copious notes and then going and doing their own additional research to further flesh out the concepts and gain a better understanding and real world application of each.
  • Anonymous
    Digital Marketing Revolution has been quite educative for me. The ability to appreciate the 2 worlds has had a significant impact on my understanding of the world around me.

    It is fascinating to see the various relationship that exists between the Analog and Digital world. Though the digital world helps efficiency, it also has the negative impact of intruding in privacy.

    In all, I enjoyed the course and would recommend it to other executive marketers which would allow us step up our game in the digital world.

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