Marketing in a Digital World

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

This course examines 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. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time ( This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and

Course Syllabus

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.

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Course Introduction

Marketing in a Digital World Digital marketing is the term that describes the phenomenon of digitalization that is transforming the world economy. The digital revolution is occurring across sectors and economic processes and is driven by innovations in digital technologies. This course will explore how digital technologies are affecting industries such as advertising, marketing, e-commerce, transport, design, content, productivity, and many others.Marketing in a Digital World Marketing Analytics in a Digital World Measuring Engagement and Creating Value in a Digital World Marketing Analytics in a Digital World Marketing Mix Governance This course provides an introduction to the principles of marketing mix governance. It will cover topics such as the strategic direction of a company; the application of the principles and models of marketing mix governance to the current business context; and the role of stakeholders in the governance of marketing mix projects. You’ll learn how to evaluate and address stakeholder concerns about marketing mix projects and how to ensure that the stakeholders are being adequately consulted. You’ll learn about the different stakeholders of a marketing mix project, how to evaluate the current business context of various stakeholders, and how to ensure that the different stakeholders are being adequately consulted. Stakeholders include: •NitromePOSITIVE STAGING VOCABULARY/STV PARTNERSHIP • ADVERTISING AND MARKET TRUST • EXPLOR

Course Tag

Marketing Digital Marketing Marketing Mix Pricing Strategies

Related Wiki Topic

Article Example
Digital marketing Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term "digital marketing" has grown in popularity over time, particularly in certain countries. In the USA "online marketing" is still prevalent. In Italy, digital marketing is referred to as "web marketing." In the UK and worldwide, however, "digital marketing" has become the most common term, especially after the year 2013.
Digital marketing Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.
Digital marketing With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
Digital marketing There are a number of ways brands can use digital marketing to benefit their marketing efforts.
Digital marketing Digital marketing activity is still growing across the world according to the headline global marketing index. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
Digital marketing Two other practical limitations can be seen in the case of digital marketing. One,digital marketing is useful for specific categories of products,meaning only consumer goods can be propagated through digital channels.Industrial goods and pharmaceutical products can not be marketed through digital channels. Secondly, digital marketing disseminates only the information to the prospects most of whom do not have the purchasing authority/power. And hence the reflection of digital marketing into real sales volume is skeptical.
Digital marketing A strategy that is linked into the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as "delivering the content that your audience is seeking in the places that they are searching for it". It is found that content marketing is highly present in digital marketing and becomes highly successful when content marketing is involved. This is due to content marketing making your brand more relevant to the target consumers, as well as more visible to the target consumer.
Digital marketing The whole idea of digital marketing can be a very important aspect in the overall communication between the consumer and the organisation. This is due to digital marketing being able to reach vast numbers of potential consumers at one time.
Digital marketing Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital Marketing Institute The Digital Marketing Institute is a higher education body in the Republic of Ireland offering further education in the field of digital marketing.
Digital Marketing Institute In 2014, Digital Marketing Institute extended their programmes to Ecuador, South America, through the Digital Marketing Studio and A+A Consulting.
Digital marketing Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices' capability to access digital media at almost any given time led to great growth. Statistics produced in 2012 and 2013 showed that digital marketing was still a growing field.
Digital marketing engineer A digital marketing engineer is a member of a marketing team who applies web technology and digital marketing platforms (such as a website, email system, CMS, CRM, or other software application) for the purpose of achieving marketing business goals. It is a hybrid role involving both marketing and technology knowledge. The need for digital marketing engineers arose as a result of marketing becoming reliant on increasingly sophisticated digital technologies.
Digital marketing To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.
Digital marketing Another advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their marketing is making, whether the digital marketing is working or not and the amount of activity and conversation that is involved.
Digital Marketing Institute The Digital Marketing Institute will have trained 11,000 people in digital marketing by the end of 2014.
Digital marketing Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
Digital marketing Measuring The Effectiveness of Digital Marketing Campaigns
Digital marketing engineer The digital marketing engineer executes, or advises on the execution of, the company's digital strategy. He or she may be either part of the senior marketing management team or operating as a consultant. The digital marketing engineer is responsible for the final architecture, implementation, and management of the digital marketing plan, including advising on using digital technology to improve marketing and business results. As a digital marketing Engineer he or she has to have a deep knowledge on marketing, social media and the deep knowledge on internet technology and its use.
Digital marketing Digital marketing is facilitated by multiple channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple online marketing channels available namely;