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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 381 Class Central reviews

4.7 rating at Coursera based on 1497 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
    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
    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.
  • 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
    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
    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…
  • 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
    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…
  • Anonymous
    Enrolling in The Digital Marketing Revolution was a game-changer. The instructor's expertise and interactive approach made complex concepts easy to grasp. The curriculum's logical flow and projects reinforced my understanding and skills. The class fostered a strong community of learners, enhancing the experience. With flexible scheduling and accessible resources, managing the course was hassle-free. This transformative class not only deepened my knowledge but also equipped me with practical skills applicable in various areas. For anyone seeking an exceptional learning journey that delivers tangible results, The Digital Marketing Revolution is an absolute must. A truly enriching and beneficial experience that I wholeheartedly recommend.
  • Anonymous
    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
    Great insights into the transformation of products/services with digitalization. The course has a good structure and follows great ways of explanation, exercises and a variety of professionals that bring something more to the table.
    That being said, I particularly want to highlight the interview with David Bell. This was the most interesting and incredibly applicable for marketing efforts. It was not only knowledge-sharing, but practical tips to increase your marketing campaigns and strategy.
    On the parts I'd take a different look at, is some of the way the quiz answers are constructed, they tend to be somewhat confusing. And the vicarious learning videos should be a little more in-depth IMO.
  • 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
    This course was truly amazing. It opened my mind to the digital world and its reality in such a structured yet fun way. The division of the course was very well done and allowed for an easy flow of understanding as opposed to feeling bombarded with so much information. The course exercises are also well done as it is separated into one Q&A and one quiz per module and this helped me stretch myself as well as be flexible with the information i obtained through the course. It was great and i highly recommend either for anyone looking to expand thier knowledge and make it very practical.
  • Anonymous
    This course has considerably improved my knowledge of digital marketing in general, and I believe it will be beneficial to me as I continue to learn and work in this profession. I am grateful that Coursera makes learning available to people all over the world. The course gave me a thorough awareness of the analog and digital worlds, highlighting the significance of technology in our everyday lives. As a result, I've gotten an understanding of how the real world works and learnt about many prospects in the digital and analog worlds. Overall, I am thankful for this learning opportunity.
  • Anonymous
    This course has thought me everything I needed to about digital marketing in general .And it will absolutely help me in my future endeavours of learning and working more on this field.I am thankful coursera has made it easy for people worldwide to learn in an easy manner.
  • Profile image for Rana Awais
    Rana Awais
    "The Digital Marketing Revolution" is an outstanding course that equips students with the knowledge and skills needed to excel in the digital marketing landscape. Whether you're a beginner looking to enter the field or a professional aiming to enhance your expertise, this course offers immense value. I highly recommend it to anyone interested in staying competitive in the world of digital marketing.

    Thank you to the University of Illinois at Urbana-Champaign and Coursera for offering such a high-quality course!

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