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Marketing in a Digital World

Online Free Online Course by  Coursera
Online / Free Online Course

Details

This course will examine how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.

  • Subtitles available in English
  • 4 weeks of study, 6-8 hours/week

Outline

1. Course Overview and Digital Tools for Developing Innovative New Products
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. Then, you will learn how new digital tools are enabling customers to take a more active role in developing and branding the products they consume.
2. Digital Tools for Persuading Customers to Buy Your Products
How are products promoted in our digital world? In this module, you learn how new digital tools are enabling customers to take a more active role in promotional activities.
3. Digital Tools for Effectively Distributing Your Products
How are products being placed and distributed in our digital world? In this module, you learn how new digital tools are dramatically altering the distribution of products and revolutionizing the retail landscape.
4. Digital Tools for Setting the Right Prices for Your Products
How are products priced in our digital world? In this module, you will learn how new digital tools are enabling customers to take a more active role in both evaluating and setting the prices they pay for the products they buy.

Speaker/s

Aric Rindfleisch
John M. Jones Professor of Marketing
Department of Business Administration
University of Illinois at Urbana-Champaign

Aric Rindfleisch is Head of the Department of Business Administration, John M. Jones Professor of Marketing, and Executive Director of the Illinois MakerLab at the University of Illinois at Urbana-Champaign. He received a PhD from the University of Wisconsin-Madison and an MBA from Cornell University. He has also served as a faculty member at the University of Wisconsin-Madison, University of Arizona, Tilburg University, and Korea University and worked for J. Walter Thompson-Japan, Millward Brown, and the US Army. Professor Rindfleisch is an award-winning scholar and serves as an editor and review board member for several leading marketing journals. He has also won several teaching awards, including being recently named by Princeton Review as one of “The Best 300 Professors” in America.
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