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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-marketing-revolution
课程评论：没有评论
课程名称：数字营销革命 课程概述：数字革命彻底改变了许多产品的创建、推广、分发和消费方式。在互联网、个人电脑和智能手机等新数字技术出现之前，营销主要是一种模拟（即物理）活动。而在今天，许多营销活动（例如产品推广）越来越趋向于数字化。然而，我们依然生活在一个模拟（或物理）世界中，例如，至今大多数销售仍在实体店进行。因此，营销人员和消费者每天必须同时在模拟与数字世界中进行导航。本课程将探讨模拟与数字之间的关系，以及它们在数字营销革命中的相互影响。 本课程将首先探讨模拟与数字之间的主要区别，然后研究数字革命对模拟世界的四种影响方式：主导、抵抗、协同和转型。课程将包含这些概念的多个实例，并探讨其对营销人员和消费者的启示。此外，本课程将采用多种学习方式，包括视频讲座、案例研究、动手练习和与顶尖营销学者的访谈。学习方式将高度互动，您将有机会参与各种实践活动，成为一个丰富学习社区的成员。希望您能加入我们，共同展开这段学习之旅。 完成课程后，您将能够： - 理解模拟与数字之间的关键差异及其对营销的影响。 - 了解数字革命对模拟的四种影响方式。 - 发展和应用批判性思维技能，分析模拟和数字对企业和消费者的作用。 - 学习多个现实世界中成功营销模拟产品和服务的策略，以适应日益数字化的世界。 课程大纲： 1. 课程概述与数字主导：学习数字主导的概念，理解某些模拟产品为何受到数字革命的影响，并通过真实案例研究和动手练习深入探索效率与民主的概念。 2. 模拟抵抗：探讨为何某些模拟产品抵抗数字革命，通过实践活动和案例学习了解物理性与保护的概念。 3. 模拟与数字协同：理解模拟与数字产品如何结合创造协同效应，参与增强现实应用的实践，学习全球化与触技术的意义。 4. 模拟转型：分析数字革命如何促使某些模拟产品转型，通过实践活动和案例研究探讨接受与疏远的概念。 本课程是Gies商学院在线项目的一部分，包括iMBA和iMSM等学位课程。更多关于这些课程的入学信息以及如何利用您的Coursera学习成果申请学位项目，请访问：https://degrees.giesbusiness.illinois.edu/idegrees/。
Name:Course Overview and Digital Dominance
Description: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.
Name:Analog Resistance
Description: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.
Name:Digital & Analog Synergy
Description: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.
Name:Analog Transformation
Description: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.
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/.
