This course is part of the Digital Marketing Specialization

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Aric Rindfleisch

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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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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/.

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Coursera Labs

Includes hands on learning projects.

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Course 1 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 26 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 1 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 26 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.84/5 (315 Ratings)

Aric Rindfleisch

John M. Jones Professor of Marketing

Department of Business Administration

635,923 Learners

10 Courses

Offered by

University of Illinois at Urbana-Champaign

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This course is part of the Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your coursework will count towards your degree learning and all of your progress will transfer with you.

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Syllabus - What you will learn from this course

Content Rating97%(8,424 ratings)

Week1

Week 1

8 hours to complete

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.

8 hours to complete

13 videos (Total 117 min), 9 readings, 4 quizzes

13 videos

Course Introduction7mDigital vs. Analog (Side 1)6mDigital vs. Analog (Side 2)9mLearn on Your Terms30sBasic Concept: Domination6mVicarious Learning Activity: Typewriter4mLecture 1: Efficiency (Side 1)8mLecture 1: Efficiency (Side 2)12mCase Study: U of I Credit Union12mLecture 2: Democracy (Side 1)8mLecture 2: Democracy (Side 2)10mExercise: Purchase Online11mResearch Insights: Donna Hoffman19m

9 readings

Syllabus10mCourse Diagram10mGlossary10mBrand Descriptions10mReadings, Videos, & Audio10mLearn More About Flexible Learning Paths10mModule 1 Overview10mModule 1 Readings10mOptional Resources for U of I Credit Union Case10m

2 practice exercises

Orientation Quiz30mDigital Dominance Quiz30m

Week2

Week 2

6 hours to complete

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.

6 hours to complete

9 videos (Total 77 min), 3 readings, 3 quizzes

9 videos

Basic Concept: Resistance5mVicarious Learning Activity: Adult Coloring Books4mLecture 1: Physicality (Side 1)7mLecture 1: Physicality (Side 2)11mCase Study: Willard Airport11mLecture 2: Protection (Side 1)8mLecture 2: Protection (Side 2)10mExercise: Visit a Physical Store 14mResearch Insights: Markus Giesler13m

3 readings

Module 2 Overview10mModule 2 Readings10mOptional Resources for Willard Airport Case1h

1 practice exercise

Analog Resistance Quiz30m

Week3

Week 3

6 hours to complete

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.

6 hours to complete

9 videos (Total 88 min), 3 readings, 3 quizzes

9 videos

Basic Concept: Synergy5mVicarious Learning Activity: Ink Hunter4mLecture 1: Glocal (Side 1)7mLecture 1: Glocal (Side 2)10mCase Study: Amazon@Illinois14mLecture 2: TouchTech (Side 1)9mLecture 2: TouchTech (Side 2)7mExercise: Augmented Reality App6mResearch Insights: David Bell22m

3 readings

Module 3 Overview10mModule 3 Readings10mOptional Resources for Amazon@Illinois10m

1 practice exercise

Digital & Analog Synergy Quiz30m

Week4

Week 4

6 hours to complete

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.

6 hours to complete

11 videos (Total 84 min), 5 readings, 3 quizzes

11 videos

Basic Concept: Transformation7mVicarious Learning Activity: Thingiverse Customizer7mLecture 1: Embracing (Side 1)6mLecture 1: Embracing (Side 2)7mCase Study: Illinois Athletics12mLecture 2: Distancing (Side 1)8mLecture 2: Distancing (Side 2)8mExercise: Visit a Physical Store 24mResearch Insights: Wayne Hoyer15mCourse Wrap Up1mGies Online Programs3m

5 readings

Module 4 Overview10mModule 4 Readings10mOptional Resources for Illini Athletics10mPlease Rate this Course on Class Central10mCongratulations!10m

1 practice exercise

Analog Transformation Quiz30m

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TOP REVIEWS FROM THE DIGITAL MARKETING REVOLUTION

by ASOct 11, 2020

Quite unique in its view of Analog VS. Digital in today's world. I would recommend it for any aspiring marketing professional as it offers a different perspective than most digital marketing courses.

by TJOct 29, 2018

I learned to view the marketing in the analog world from a different angle , and learned how to interact with digital methods for the best gain in the analog narketing.

by SVMay 20, 2019

For a new course - this is an eye-opener. I loved it and I enjoyed the examples that were given to us. I also enjoyed the lecturer - he has a good sense of humour :)

by DGNov 10, 2020

Wow! A wonderful course. I learned so much and had so much fun. I was looking foward for the next exercise. Great examples. I am going to miss this course very much!!!!!

View all reviews

About the Digital Marketing Specialization

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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