Marketing in a Digital World is a part of Digital Marketing Specialization from Gies College of Business. This course examines how new digital tools are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers.

Why I Decided to Start this Course

I have been working in digital marketing for 6 years and have a passion for helping IT startups achieve their marketing goals.

In 2015, I started as an email marketer with some technical background and gradually learned how to implement email marketing strategies from scratch on different projects, ranging from e-commerce to educational and financial startups in B2C and B2B markets. Since 2019, I have deep dived into CRM marketing and found my vocation in it for two years. For me, it is an interdisciplinary area where you can combine technical and marketing knowledge to help both marketing and sales.

Thus, constant development helped me to grow up to Head of Marketing in the advertising marketplace Telega.io.

You probably already understand why I decided to take this course. My path in marketing began with a narrow specialization and quickly grew to a managing position and work with strategic goals. I decided to take this course in order to adjust my helicopter’s view on current marketing issues and get fresh data on various marketing research.

In addition, it is important for me to refresh my basic knowledge of marketing and the classic 4P concept, which is relevant for both online and offline marketing.

What Does this Course Consist of?

This course consists of 4 parts (weeks) and took me about a month to finish. I spent about 5-8 hours a week studying the material. This includes reading additional articles, watching videos, completing homework assignments, and evaluating classmates’ homework.

The huge advantage of the course is that each week focuses on one of the 4 P’s:

• Week 1: How digital tools are changing the product?
• Week 2: How digital tools are changing the promotion?
• Week 3: How digital tools are changing the placement?
• Week 4: How digital tools are changing the price?

Every aspect of 4P was thoroughly explained in a separate topic. For example, the “Price” was demonstrated using the different pricing models: Freemium model and Pay What You Want model. This is my favorite week!

In addition, through practical exercises, I learned about many awesome startups, and marketing activities in large companies — for example, how Lego has built a strong community around their product through a co-creation strategy. I shared with my colleagues every marketing idea or tool that I hadn’t heard about before. It helps to apply new knowledge in practice.

If you are interested in this course, let me give you some tips:

1. Begin a new section by reading additional articles. These articles are essential because they provide a deeper insight on the topic. The host gives us the overview of the topic, and through reading we make it more accurate.
2. Carry out practical tasks responsibly. You won’t regret it. Each task can give you insights to use in your current project.
3. Study the assignment of classmates carefully. It is always useful to hear a different point of view.

What’s next?

After taking this course, I’ve decided to proceed with the digital marketing specialization.

Right now, I am taking Digital Media and Marketing Strategies. This is a more practical course that aims to create a digital marketing strategy for your product or service. I’ve completed it the first week and I really like it so far.

Yes, 80% of the content is familiar to me and I use it at work. But this course helps me to structure my knowledge and understand the blind spots in the strategy. Thanks to the course, I can build a clear marketing plan that can be easily implemented and controlled. And this is an important point for any head of marketing.