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.
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The Digital Marketing Revolution
Dieser Kurs ist Teil von Spezialisierung Digital Marketing
Dozenten: Aric Rindfleisch
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Was Sie lernen werden
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
Kompetenzen, die Sie erwerben
- Kategorie: Marketing Strategies
- Kategorie: Digital Marketing
- Kategorie: Marketing Channel
Wichtige Details
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In diesem Kurs gibt es 4 Module
This module provides an overview of the course content and introduces Module 1, which covers the topic of Digital Dominance. During the course introduction, you will be presented with an overview of the course content and various types of assignments. The learning objectives of Module 1 are listed below.
Das ist alles enthalten
14 Videos11 Lektüren2 Quizzes2 peer reviews1 Diskussionsthema1 Plug-in
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, 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 (Disposable Cameras) as well as a hands-on exercise (Write a Letter). At the end of this module, you will learn more about Analog Resistance from an interview with William Best (Champaign County Historical Museum). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance.
Das ist alles enthalten
8 Videos3 Lektüren1 Quiz2 peer reviews
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, 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 Go) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn more about Analog & Digital Synergy from an interview with Craig Steesma (E-shots). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance. As a result of these various learning activities, you will develop a deep understanding of Analog & Digital Synergy.
Das ist alles enthalten
8 Videos3 Lektüren1 Quiz2 peer reviews
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, 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 (Museum of Ice Cream) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn more about Analog Transformation from an interview with Matt Difianis (REMAX). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.
Das ist alles enthalten
10 Videos5 Lektüren1 Quiz2 peer reviews1 Plug-in
Dozenten
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Institut Mines-Télécom
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Auf einen Abschluss hinarbeiten
Dieses Kurs ist Teil des/der folgenden Studiengangs/Studiengänge, die von University of Illinois Urbana-Champaignangeboten werden. Wenn Sie zugelassen werden und sich immatrikulieren, können Ihre abgeschlossenen Kurse auf Ihren Studienabschluss angerechnet werden und Ihre Fortschritte können mit Ihnen übertragen werden.¹
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Geprüft am 18. Juli 2020
Geprüft am 29. Jan. 2024
Geprüft am 28. Aug. 2019
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