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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 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.

Taught by

Aric Rindfleisch

Reviews

4.8 rating, based on 413 Class Central reviews

4.7 rating at Coursera based on 1571 ratings

Start your review of The Digital Marketing Revolution

  • Anonymous
    I recently had the opportunity to enroll in "The Digital Marketing Revolution" course offered by the University of Illinois at Urbana-Champaign via Coursera, and I must say it was an absolute game-changer for my understanding of digital marketing. T…
  • My knowledge of digital marketing in general has been greatly expanded by taking this course, and I know it will be invaluable to me as I continue to learn and work in this field. I am grateful that Coursera makes learning accessible to people worldwide. The course provided me with a comprehensive understanding of the analog and digital worlds, emphasizing the importance of technology in our daily lives. As a result, I have gained insight into the workings of the real world and have learned about various opportunities in the digital and analog worlds. Overall, I am grateful for this learning experience.
  • Anonymous
    The Digital Marketing Revolution course is a fascinating and well-designed course that offers a solid foundation in the subject of digital marketing. Some parts, particularly the peer evaluation method, should be improved, though. On the plus side,…
  • Anonymous
    Well from the beginning of my journey from Module 1 to 4, I would say it has really been an amazing and interesting one. I learnt alot especially from the Vicarious Activities, so many things I didn't know existed like the Mechanical Keyboard, Ink…
  • This course is amazing. I learned alot about the analog and digital world. I learned about the importance of technology and about the normal world. This course has helped me learn different skills and things. It has also opened my mind about how the real life works, and it has shown opportunities about the digital and analog world. Both the digital and analog are different in their own ways. This course has opened my mind.
  • Anonymous
    Comprehensive Review of the Digital Marketing Revolution Class The Digital Marketing Revolution course offered a good foundation in the world of digital marketing, yet there were some areas that could have been improved. At times, the content felt…
  • Good Subject to learn. This can be used in every industry and gives a goal to have everybody access to the digital age. The synergy and geography were my favorite part of this course because I work around the world. I am definitely dependent on the digital age, but see the value of the analog world, too.
  • Anonymous
    Good theory class, but reminded me too much of a standard university lesson. Which I think we are finding isn't a great learning technique for everyone or always applicable knowledge. I was hoping it would dive more into applicable lessons and even theory on things like websites and web development, SEO, Email Campaigning, PPC/Adwords, SMM (Social media), and other areas of digital marketing but it was good for theory and a basic grasp of how to think when doing digital marketing techniques. Good stuff, the teacher made it enjoyable to digest the content. Just now what i was hoping for.
  • Anonymous
    The course's interactive nature, with quizzes, assignments, and hands-on projects, allowed me to immediately implement newfound knowledge. The guidance provided not only honed my skills but also enhanced my confidence in strategizing and executing d…
  • Anonymous
    I must say that this course is among the best ones I have taken so far in 2023. It has helped me gain a better understanding of the digital world and how to combine analog and digital technologies for optimal results. The course emphasizes the impor…
  • Anonymous
    The Digital Marketing Revolution course from Illinois was a great place to start for someone who is new to the field of digital marketing. The course material was arranged in an orderly fashion, beginning with the basics and working up to more complex subjects. The instructors provided clear and intelligible explanations of concepts and were well-informed. My favorite parts were the case studies and practical exercises that gave me real-world experience. I was also able to learn at my own pace because of the course's flexibility. All in all, a fantastic introductory course for newcomers looking for a thorough rundown of digital marketing tactics and resources.
  • Anonymous
    The Digital Marketing Revolution is a great course carefully designed and well organized for students pursuing a career in the Marketing field. The facilitators and professors made the lectures flexible and the course materials are always readily a…
  • Anonymous
    The best decision have made so far this year is taking this course 😍....it gives more insight and knowledge about the digital marketing world while exposing you to ways you can go about marketing your products and earning customers .

    The course is compulsory for those who just want to start a business of their own or already in business and dont know how to go about it or manage your business.

    You will get knowledge on how to present your products to attract buyers and how to advertise to your potential audience along with gaining their trust.

  • 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. T…
  • Anonymous
    Me sorprendió lo claro y práctico además de sintetico con que se expresa para que todos todas los alumnos podamos entender muy claramente los vaivenes del mundo analogo y el digital y su relación y como podemos aprovechar a vivir o seguir viviendo el mundo analogo sumandole elementos del mundo digital que empodere al analogo y por sobre todas las cosas no sustituir la humanidad del mundo analogo y cuidar que los adelantos digitales para lo analogo tenga un costo altisimo en la pérdida de fuentes laborales.
  • AISHWARYA.V.K
    To review this course , I must honestly say that ,one of the best and interesting course i have ever taken, the concept explanation and practical demonstration and examples and the peer graded assignment ,with reviews helped me a lot in learning new things about digital marketing, learned a lot about the digital world and its evolution in day today life, case studies and visiting a physical store for the clear understanding of the concept made the concepts clear and easy to understand .
  • Anonymous
    Activities in the study plan are very effective for understanding and accessible to perform: case study and research indisghts provide you with best practices and updates ; the store visit exercise is easier to perform, I thought you need to record a video as I did but it was simple in fact.
    the instructor make the presentation more interesting with a bit of fun in the case study interview and the vicatious actvities video.
    Also marterials are largely sufficient with close caption
  • Anonymous
    I recently took a course that I found to be extremely helpful and informative. The material was well-organized, easy to follow, and presented in a way that made it accessible to learners of all levels. Overall, I would highly recommend this course…
  • Anonymous
    Aunque soy un principiante en el tema del marketing digital, debo decir que este curso fué enrriquecedor y me abrió la mente al entendimiento de este tema y sobre todo sobre la relacion de lo analogico y lo digital, no está demás decir que trataré de aplicar sus tips o consejos dados en este curso en mi proximo projecto, sin nada mas que agregar agradezco la dedicación y el empeño dado al curso.
  • Anonymous
    My name is Ezuma Kingsley Nnabugo
    From Ebonyi state, Nigeria.
    I'm so happy and excited with this kind of learning and certification process.
    I especially love the way Prof talks while teaching, the quiz and the assignment. I want to add that with the knowledge acquired here, one needs a credit certificate. Did I say that, yes. The amount of focus and learning I got here, I didn't even pass through that in my normal University days. Thanks to Coursera team for making this wonderful opportunity available to me. I love what I have learned.

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