课程信息
4.6
4,712 个评分
1,377 个审阅
专项课程

Course 1 of 7 in the

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为29 小时

建议:4 weeks of study, 6-8 hours/week...
可选语言

英语(English)

字幕:英语(English), 阿拉伯语(Arabic), 中文(简体), 巴西葡萄牙语, 越南语, 土耳其语(Turkish), 西班牙语(Spanish)...

您将获得的技能

MarketingDigital MarketingMarketing MixPricing Strategies
专项课程

Course 1 of 7 in the

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为29 小时

建议:4 weeks of study, 6-8 hours/week...
可选语言

英语(English)

字幕:英语(English), 阿拉伯语(Arabic), 中文(简体), 巴西葡萄牙语, 越南语, 土耳其语(Turkish), 西班牙语(Spanish)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 10 小时

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....
Reading
13 个视频 (总计 90 分钟), 11 个阅读材料, 7 个测验
Video13 个视频
What is Marketing?7分钟
Basic Concept: Product7分钟
Digital Marketing IQ: Product4分钟
Digital Concept: Co-Creation, Part 14分钟
Digital Concept: Co-Creation, Part 214分钟
Digital Concept: Co-Creation, Part 36分钟
Case Study Intro: Local Motors2分钟
Case Study Summary: Local Motors6分钟
Digital Concept: Doppelgänger Brands, Part 19分钟
Digital Concept: Doppelgänger Brands, Part 27分钟
Exercise: Ideas.Lego.com5分钟
Campus Spotlight: John Rogers9分钟
Reading11 个阅读材料
Pre-course Survey10分钟
Learner Stories10分钟
Syllabus10分钟
About the Discussion Forums10分钟
Glossary10分钟
Brand Descriptions10分钟
Social Media10分钟
Module 1 Overview10分钟
Module 1 Readings30分钟
Optional Resources for Local Motors Case10分钟
Professor John A. Rogers10分钟
Quiz4 个练习
Orientation Quiz10分钟
Module 1 Basic Concept Practice Quiz4分钟
Module 1 Digital Concepts Practice Quiz 4分钟
Digital Tools for Developing Innovative New Products Quiz20分钟
2
完成时间(小时)
完成时间为 7 小时

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....
Reading
10 个视频 (总计 88 分钟), 4 个阅读材料, 5 个测验
Video10 个视频
Digital Marketing IQ: Promotion3分钟
Digital Concept: Authenticity, Part 110分钟
Digital Concept: Authenticity, Part 28分钟
Case Study Intro: Pepsi Refresh2分钟
Case Study Summary: Pepsi Refresh7分钟
Digital Concept: User Generated Content, Part 110分钟
Digital Concept: User Generated Content, Part 28分钟
Exercise: Wikipedia.org12分钟
Campus Spotlight: Alan Craig15分钟
Reading4 个阅读材料
Module 2 Overview10分钟
Module 2 Readings30分钟
Optional Resources for Pepsi Refresh Case10分钟
Professor Alan Craig10分钟
Quiz3 个练习
Module 2 Basic Concept Practice Quiz4分钟
Module 2 Digital Concepts Practice Quiz4分钟
Digital Tools for Persuading Customers to Buy Your Products Quiz20分钟
3
完成时间(小时)
完成时间为 7 小时

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....
Reading
12 个视频 (总计 91 分钟), 5 个阅读材料, 5 个测验
Video12 个视频
Digital Marketing IQ: Placement3分钟
Digital Concept: New Retail, Part 19分钟
Digital Concept: New Retail, Part 28分钟
Case Study Intro: Threadless3分钟
Case Study Summary: Threadless6分钟
Digital Concept: 3D Printing, Part 18分钟
Digital Concept: 3D Printing, Part 211分钟
Exercise: Thingiverse.com9分钟
Thingiverse Exercise Follow-Up8分钟
OPTIONAL: Video Demonstration of Printing at 3D Hubs1分钟
Campus Spotlight: Travis Ross11分钟
Reading5 个阅读材料
Module 3 Overview10分钟
Module 3 Readings30分钟
Optional Resources for Threadless Case10分钟
OPTIONAL: Try out a 3D Printer10分钟
Travis Ross10分钟
Quiz3 个练习
Module 3 Basic Concept Practice Quiz4分钟
Module 3 Digital Concepts Practice Quiz4分钟
Digital Tools for Effectively Distributing Your Products Quiz20分钟
4
完成时间(小时)
完成时间为 7 小时

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....
Reading
12 个视频 (总计 86 分钟), 5 个阅读材料, 5 个测验
Video12 个视频
Digital Marketing IQ: Price2分钟
Digital Concept: Pay What You Want, Part 15分钟
Digital Concept: Pay What You Want, Part 210分钟
Case Study Intro: Radiohead2分钟
Case Study Summary: Radiohead7分钟
Radiohead Case Study Follow-Up1分钟
Digital Concept: Price Comparison Tools, Part 16分钟
Digital Concept: Price Comparison Tools, Part 27分钟
Exercise: RedLaser.com11分钟
Campus Spotlight: Hari Sundaram23分钟
Marketing in a Digital World Conclusion2分钟
Reading5 个阅读材料
Module 4 Overview10分钟
Module 4 Readings30分钟
Optional Resources for Radiohead Case10分钟
Professor Hari Sundaram10分钟
Post-course survey10分钟
Quiz3 个练习
Module 4 Basic Concept Practice Quiz4分钟
Module 4 Digital Concepts Practice Quiz4分钟
Digital Tools for Setting the Right Prices for Your Products Quiz20分钟
4.6
1,377 个审阅Chevron Right
职业方向

53%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 HJAug 8th 2016

Greetings ,\n\nThis course is very beneficial and i thank the professor and everyone else at Coursera.\n\nPlease direct me, to be a talented successful individual in Digital Marketing.\n\nThank You.

创建者 ANJan 18th 2017

Great! This first course is an awesome introduction to the digital marketing world. It will change your mind and will open your eyes to show what it's already happenning and you didn't realize yet.

讲师

Avatar

Aric Rindfleisch

John M. Jones Professor of Marketing
Department of Business Administration
Graduation Cap

立即开始攻读硕士学位

此 课程 隶属于 University of Illinois at Urbana-Champaign 提供的 100% 在线 Master of Business Administration (iMBA)。如果您被录取参加全部课程,您的课程将计入您的学位学习进程。

关于 University of Illinois at Urbana-Champaign

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs. ...

关于 数字化营销 专项课程

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....
数字化营销

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