Marketing in a Digital World

开始时间: 04/22/2022 持续时间: 4 weeks

所在平台: CourseraArchive

课程类别: 商业与管理学

大学或机构: University of Illinois at Urbana-Champaign( 伊利诺伊大学厄巴纳 - 香槟分校)

授课老师: Aric Rindfleisch

课程主页: https://www.coursera.org/course/dmdigitalworld

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课程详情

New digital tools allow consumers to take a more active role in various marketing activities such as making their own products. Thus, the balance of power is shifting from firms to consumers. You will explore this new digital realm and discuss its revolutionary impact upon both firms and consumers. Managers will learn how to use these tools to strengthen their marketing efforts, while consumers will learn how to use these tools to enhance their consumption experience.

Our course will review the foundations of marketing (i.e., product, promotion, placement, and price) and discuss how these foundations are being shifted by the rise of new digital tools. We’ll employ a variety of learning techniques, including video lectures, case studies, and interviews with both digital experts and digital consumers. Our learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities, such as offering new product ideas to Starbucks, buying books where you name you own price, and designing your own 3D printable products. I hope you will join us in this exploration!

课程大纲

This course will be broken up into 4 weekly modules covering the following topics:

Week 1: Digital Tools for Developing Innovative New Products (Case Study: Local Motors)

Week 2: Digital Tools for Persuading Customers to Buy your Products (Case Study: Pepsi Refresh)

Week 3: Digital Tools for Effectively Distributing your Products (Case Study: Zappos)

Week 4: Digital Tools for Setting the Right Prices for your Products (Case Study: Radiohead)

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课程简介

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.

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