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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 ([email protected]) 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 253 Class Central reviews

4.7 rating at Coursera based on 1363 ratings

Start your review of The Digital Marketing Revolution

  • 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
    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
    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 Hunter...
  • 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.
  • Anonymous
    This educational community is very nice for providing new types case study research. There will always be respect in life. And I will use it for good. Efforts will always be made, developed countries will definitely contact me.
  • Dusko Petrovic
    A very exciting journey through the Digital Marketing Revolution. Professor Aric teaches the material systematically and fluently, through useful examples from practice, and interviews with leading digital marketing experts and university lecturers. Analyzing...
  • 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...
  • 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 ( _ _ )
  • 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.
  • Anonymous
    Digital marketing revolution is a core course every marketer must embrace if one must succeed in a world characterized and dominated with internet driven technology. The lecturers have no substitute when it comes to knowledge in this academic field. The course has further exposed some facts about marketing. While a good number of products have gone digital, some others has resisted digitalization based on a number of facts. Some other are being refined by a measure of digital touches.
    This course also exposed the good and the bad sides of digital and analog. I strongly encourage all who are into marketing to speedily enroll and acquire knowledge in this field because the world has gone digital. To succeed, you must follow the trend.
  • Profile image for Esther Oladejo
    Esther Oladejo
    The Digital Marketing Revolution Course by the University of Illinois at Urbana-Champaign was a min blowing one. Not only did the course change my stereotype about the Analog world, it also made me realize that Analog is even more preferred than Digital...
  • Anonymous
    The digital marketing revolution is a very deep and extensive course,it brings us closer to the basis of the digital abd analog worlds,the relationship between these two,I advised any one who wants to master the digital marketing specialization to take this course as it gives insight to the basics and basis of digital marketing. There were extensive and we'll detailed examples to back up points and also assignment that required critical thinking. Overall I personally enjoyed taking this course as it has prepared me with the basic knowledge of the differences,interactions and relationship between the digital world and the analog world. The professor was very relatable and simple in his teachings
  • 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.
  • Kennedy Marshall Solano
    Professor Aric Rindfleisch thank you for the opportunity to share your wisdom regarding this specialization and thank the University of Illonios Urban -Champaing in partnership with coursera for providing the possibility of bringing their study programs globally thanks for that. A very special greeting a hug for all and thank you.

      Cordially Kennedy Marshall S.
  • Profile image for Prasoon Dubey
    Prasoon Dubey
    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
    I have started learning this course since August 02, 2022 ...and I really enjoyed the course, the teaching materials, the teachers and students whose feedback has been very helpful in successfully completing this course. I am very honoured and please to say thank you Coursera for giving me this great chance and financial aid approval for me to pursue this amazing course on my journey to becoming more skilled and experienced person. Lastly, I wanna to say that this course will definitely change my future career and will equip me with special skills and knowledge. I love all about course and Coursera.
  • Anonymous
    I found this course very helpful in my studies of digital marketing. Especially with how it is can be integrated into the analog world. Aric does a great job explaining these concepts and also providing examples of each through fun videos and interesting real-world assignments. Overall, if you are just beginning to learn about digital marketing or are looking for a refresher or to expand your knowledge, this is a fantastic course. I will definitely be looking into more of his courses, along with others that are offered through this University. I hope this review helped with your decision! Thanks!
  • Profile image for Okere Emmanuel
    Okere Emmanuel
    It was a very nice experience. Both the teachings, examples, exercises, assignments, assessments etc was really nice, constructive and articulating. I really applaud the organizers of this lessons the really did well. Well aranged and very interesting. The two instructors both Nadia and the great Professor are both wonderful in there teachings. The University is really great, I wish I will be given the opportunity to be a student in the university to furthermore in my education, I will really appreciate it with all my heart. I really thank all who contributed to this amazing lecture. Keep it up.
  • Anonymous
    I really learned a lot about marketing in this course. It is a well-designed course by Professor Aric Rindfleisch. He is amazing as an instructor. I cannot wait to apply all that I have learned in my ongoing and future marketing strategies.

    However, if there is one thing I don't like about the course, it is the peer-graded assignment grading. Sadly, the fact is that many peers don't grade fairly, so it ruins the almost-perfect experience of taking this course. I suggest that Coursera or the University partner employ an academic or professional staff grading system for assignments.
  • Metella
    I liked this course due to the nice balance of theoretical lessons, practical examples, exercises and interviews with experts. I also appreciated the high level of understandability (it was easy to understand evertything: from the basic concepts to the practical examples up to the interviews).
    The only thing I did not like very much was the way the individual assigments are evaluated and graded, since this is not done by the teachers but by the students themselves. I often found myself not at ease and not skilled/trained enough to correct/examine other people's assigments.

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