The Ultimate Guide: Understanding Digital Marketing Revolution


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This course examines both the Analog and the Digital and how these two forces relate to one another within Understanding Digital Marketing Revolution.

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About this Course

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, Understanding Digital Marketing 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, Understanding Digital Marketing 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, Understanding Digital Marketing 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.

Syllabus

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.

13 videos (Total 111 min), 9 readings, 4 quizzes

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.

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

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.

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

WEEK 4
6 hours to complete

Understanding Digital Marketing Revolution: 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.

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

Free Course on Understanding Digital Marketing Revolution


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