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University of Illinois at Urbana-Champaign

Marketing in a Digital World

University of Illinois at Urbana-Champaign via Coursera


This course examines how new digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 500,000 learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (

You will be able to:
• Understand how digital tools are changing the nature of marketing
• Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities
• Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts
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


    • In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.
    • In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
    • In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
    • In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.

Taught by

Aric Rindfleisch


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4.6 rating, based on 169 reviews

Start your review of Marketing in a Digital World

  • Vinisha Bhambhani completed this course, spending 7 hours a week on it and found the course difficulty to be medium.

    Unlike other Coursera courses that I have taken this one has a much more involvement by students in terms of participating in assignments (2 per module) along with the regular quizzes (also 3 per module)
    The assignments are designed in a way that provoke you to dig deeper into the case and bring out your thoughts and ideas to the table which is then reviewed by peers who also give great feedback. The learning community is greatly involved and this makes the learning even more fun.
    This course made me see things through a broad market perspective rather than just an agency side person. Highly recommend this course for people who have a grip of the marketing industry and want to learn further.
  • Vanes Naldi completed this course, spending 4 hours a week on it and found the course difficulty to be easy.

    You can believe the hype: content wise, this is an excellent course. Professor Rindfleisch is so articulate in a down-to-earth way that I'd certainly consider enrolling in other courses of his. It's a near-perfect introduction to the four P's of marketing...
  • Lydia Grachyova is taking this course right now, spending 3 hours a week on it and found the course difficulty to be medium.

    I'm about to complete this course and have to say that it's one of the best MOOCs offered on Coursera.

    This MOOC is well-organized, and staff is there to answer your questions and concerns. There have been so many discussions that if you need to find an answer to something, just search for your topic in discussion forums, and I am sure it will come up.

    Videos are of good quality and the professor has a good style of delivery. I like that this course combines lectures with interviews with students and experts in different fields. I learned new concepts in regards to digital marketing that I didn't know before so it was time well-spent!
  • Anonymous

    Anonymous completed this course.

    I am a marketing professional with a Bachelor's degree circa 1998.
    My roles in marketing have been more trade focused.
    This class challenged the way I think about the scope and impact of Digital Technologies, and how they apply to marketing. The lectures and assignments were interesting, however a bit dated in some cases. My biggest disappointment came with the low level of quality of work of my peers in the class. I would say 2 out of 3 do the minimum amount of work to complete the assignments. I even had someone complain that my responses were too long on an assignment that I heavily researched and considered. I had to remind myself this is a MOOC and democratic education is great but comes with setbacks.
  • Aitor Morgado completed this course, spending 4 hours a week on it and found the course difficulty to be easy.

    Excellent course! The new concepts of digital marketing which appear in this course are up to date. The teacher, the lessons and the exercises keep you interested in this area.
  • Anonymous
    Excellent course! It provides a deep analysis of how the Digital Revolution is changing the way we behave as consumers and also as brands. It's very interesting and well presented, great work!
  • Nicolas Che completed this course.

    Overall, I was disappointed both by the course process and quality. FYI, I finished the course, final grade 87% - "View of the Quad" Great idea to have interviews of students but... their answers are very mundane, no interesting insights here. - Assignments...
  • Slobodanka Bobby Graham completed this course, spending 5 hours a week on it and found the course difficulty to be medium.

    I thought this course was great: excellent content and well presented. Aric paces it well and I appreciate his presentation method: great videos; short readings; and challenging quiz questions.
    I thought I knew something about digital marketing, but I've certainly learnt a great deal more. I think the examples are contemporary and helpful to me and to my clients. I look forward to continuing with this specialisation.
  • Matt Hyland

    Matt Hyland is taking this course right now, spending 2 hours a week on it and found the course difficulty to be easy.

    It's ok. The professor is good but the scope is very broad and there are a couple of sections that really don't have much to do with digital marketing (eg. printing consumer products using 3D printers). The class I'm in seems to be quite small and...
  • Anonymous

    Anonymous completed this course.

    This course is a very nicely put together. Lots of real world examples of digital marketing. I would also like the team to put together a summary page of the course, as the basics go a long way in this specialization, and ahead.
  • Rachel W completed this course.

    This was a great intro into how digital is changing marketing and I would recommend it to anyone interested in marketing or business in general. It is self-paced, which makes it very easy to fit into your schedule. When I first began the course, without...
  • Anon completed this course.

    This is a great course for anyone interested in understanding how Marketing is adapting in the increasingly Digital World that we live in today. It combines the latest research both within the Marketing and Technology fields together with fundamentals...
  • Anonymous
    I highly recommend this course. Not only did I learn a lot but I enjoyed it too. It would be a good pick for anyone looking to learn more about Marketing, Digital, or Business in general. The lectures or interesting and engaging. You also get a "slice of life" about the University which was fun.
  • Anonymous

    Anonymous completed this course.

    Great course, especially for those without any marketing education and/or experience. The video lessons were clear and visually appealing. The exercises were also fun but made me think about applying the lessons as well. The topics themselves were interesting,...
  • Anonymous
    Marketing in a Digital World is probably the best course to start with if you want to learn digital marketing. The course introduces you to the digital world changes the way you think. You learn how small and medium businesses are growing due to digital marketing and why it is cost-effective because the conventional marketing is getting very expensive now. The devices in our lives such as smartphones and tablets are opportunities to reach your target audience. The most amazing part was user-generated content that engages the customer with your website, and your business keeps growing. I highly recommend this course.
  • An Le completed this course.

    I’d think Prof Aric Rindfleisch is set to be a very successful MOOC instructor although he mentioned this is his first MOOC course. His communication style is very engaging to audience: authentic, enthusiastic, fun and thought provoking. His speaking...
  • Alyssa Cuarto completed this course, spending 3 hours a week on it and found the course difficulty to be medium.

    The course had really interesting and thought-provoking concepts. It was also well-structured, taking advantage of different learning tools like case studies, interviews, and hands-on activities, aside from the usual video lectures and quizzes. The community is very active, and Prof. Aric and the mentors are very much involved in discussions as well. There are some hiccups regarding the processes for the assigned projects, but on the whole I can say with confidence that this is one of the best courses on Coursera ever.
  • Iván Jákó completed this course.

    I have just completed this course as the very first step in the Digital Marketing specialization. The quality of the lectures is high, the topics are practice / real life oriented. I really love how the students are integrated into the course and that during the assignments they can (have to) try how theories work in real life.
    I would say that the course really demands efforts and time from those who take it serious, but this is exactly what the whole thing is about. I look forward to the other courses in the specialization.
    Ivan Jako, Hungary
  • Sara Ahmed Alsheaibi
    it was great experience with this course i learned a lot and i encourage everyone to get into it,Unlike many technical professional fields, digital marketing provides an opportunity for many creative people. There are jobs in writing, designing and audio and video production. Plus, developing marketing strategies, solving problems and finding ways to engage audiences require creative solutions as well
  • Eli Adler completed this course, spending 2 hours a week on it and found the course difficulty to be easy.

    Great overview of how new digitals tool are changing how we need to approach marketing now and in the future. (Not necessarily an introduction to digital marketing)

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