The Digital Marketing Revolution

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/.

• 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.