The Digital Marketing Revolution

University of Illinois at Urbana-Champaign via Coursera

Go to Course: https://www.coursera.org/learn/digital-marketing-revolution

Introduction

### Course Review: The Digital Marketing Revolution In a world where technology continues to evolve at an unprecedented pace, staying up-to-date in the field of marketing is imperative. If you're looking to gain knowledge and insight into how digital transformation is reshaping marketing practices, Coursera's **The Digital Marketing Revolution** is highly recommended. This course thoroughly examines the shift from analog to digital marketing while recognizing the coexistence of these two realms. #### Course Overview The Digital Marketing Revolution highlights the stark contrasts between traditional analog marketing and the current digital landscape. Participants will learn how products are created, promoted, and consumed in an era dominated by digital technologies like the internet, personal computers, and smartphones. The course provides an engaging analysis of why certain analog products persist despite digital advancements, the synergistic effects between digital and analog strategies, and the transformation that various sectors are undergoing in response to digital disruptions. #### Syllabus Breakdown 1. **Course Introduction and Module 1: Digital Dominance** - This initial module sets the stage by outlining the course content and expectations. It introduces participants to the concept of Digital Dominance, providing a foundation for understanding the broader implications of digital marketing. 2. **Analog Resistance** - This module delves into the reasons some analog products resist digital change. It introduces critical concepts like Physicality and Protection, demonstrating their relevance through real-world case studies, including an exploration of disposable cameras. A hands-on exercise invites participants to reconnect with the analog world by writing a letter, enhancing the learning experience. The included interview with historian William Best adds depth and context, enriching participants’ understanding of analog resistance. 3. **Digital & Analog Synergy** - Participants explore how analog and digital elements can collaborate to create better marketing outcomes. The concept of Glocal (global and local synergy) and TouchTech (the intersection of physical and digital interactions) is examined. A case study on Amazon Go exemplifies the successful integration of these concepts, while a hands-on exercise with an augmented reality app facilitates a practical understanding of the synergy between analog and digital experiences. The interview with Craig Steesma offers additional insights into this dynamic relationship. 4. **Analog Transformation** - This final module highlights the transformation of analog services in the wake of the digital revolution. Focusing on the principles of Embracing and Distancing, participants engage with compelling case studies, including the attention-grabbing Museum of Ice Cream. The hands-on task of visiting a physical store provides real-world context and application, while insights from Matt Difianis solidify understanding regarding how businesses are responding to the digital tide. #### Conclusion: Recommendation **The Digital Marketing Revolution** on Coursera offers learners an innovative way to reconcile the analog and digital worlds of marketing. The course design is commendable, providing practical applications, insightful interviews, and case studies that enhance theoretical knowledge. Participants will emerge with a comprehensive understanding of digital marketing dynamics that can propel their careers forward. As industries continue to evolve and adjust to the rapid pace of technological change, having a solid grasp of both digital and analog marketing strategies is invaluable. Whether you are a marketing professional looking to update your skills or a newcomer hoping to enter the field, I wholeheartedly recommend enrolling in this course. It is an essential stepping stone in grasping the full scope of marketing in the digital age.

Syllabus

Course Introduction and Module 1: Digital Dominance

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.

Analog Resistance

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.

Digital & Analog Synergy

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.

Analog Transformation

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.

Overview

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 p

Skills

Reviews

I took my time to study the course and I must say, I learned a lot about the Digital Marketing Revolution and it was an eye-opener on so many things. You have to take it to understand what I mean.

Mr. Aric Rindfleisch is undoubtedly one of the best when it comes to online courses, and designing them. Enjoyed this course, exercises, all the lectures, and everything.

Wow! A wonderful course. I learned so much and had so much fun. I was looking foward for the next exercise. Great examples. I am going to miss this course very much!!!!!

Great course, Aric is engaging and explains really well. Case studies are always interesting. I have definitely learned many new things that I will take with me. Thanks!

I really enjoyed this course and felt the professor structured the modules well building concepts for understanding how analog and digital fit together in this ever changing world.