数字时代营销

Marketing in a Digital World

Part of a 6-course series, the Digital Marketing Specialization

伊利诺伊大学香槟分校

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数字时代营销

课程概述

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.

数字时代营销 is course 1 of 6 in the Digital Marketing Specialization.

This Specialization covers the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns.

授课教师

Aric Rindfleisch
John M. Jones Professor of Marketing
Department of Business Administration

授课大纲

Week 1 Course Overview and Digital Tools for Developing Innovative New Products

About the Course and Your Classmates
Module 1 Overview
Basic Concept: Product
Digital Concept: Customer Co-Creation
Case Study: Local Motors
Digital Concept: Doppelgänger Brands
Exercise: MyStarbucksIdea.com
Campus Spotlight: John Rogers
Module 1 Review Quiz
Assignment: Case Discussion: Local Motors
Assignment: My Starbucks Idea Exercise
Quiz: Digital Tools for Developing Innovative New Products Quiz

Week 2 Digital Tools for Persuading Customers to Buy Your Products

Module 2 Overview
Basic Concept: Promotion
Digital Concept: Authenticity
Case Study: Pepsi Refresh
Digital Concept: User Generated Content
Exercise: Wikipedia.org
Campus Spotlight: Alan Craig
Module 2 Review Quiz
Assignment: Case Discussion: Pepsi Refresh
Assignment: Wikipedia Exercise
Quiz: Digital Tools for Persuading Customers to Buy Your Products Quiz

Week 3 Digital Tools for Effectively Distributing Your Products

Module 3 Overview
Basic Concept: Placement
Digital Concept: New Retail
Case Study: Threadless
Digital Concept: 3D Printing
Exercise: Thingiverse.com
Campus Spotlight: Travis Ross
Module 3 Review Quiz
Assignment: Case Discussion: Threadless
Assignment: Thingiverse Exercise
Quiz: Digital Tools for Effectively Distributing Your Products Quiz

Week 4 Digital Tools for Setting the Right Prices for Your Products

Module 4 Overview
Basic Concept: Price
Digital Concept: Pay What You Want
Case Study: Radiohead
Digital Concept: Price Comparison Tools
Exercise: RedLaser.com
Campus Spotlight: Dr. Hari Sundaram
Module 4 Review Quiz
Assignment: Case Discussion: Radiohead
Assignment: RedLaser Exercise
Quiz: Digital Tools for Setting the Right Prices for Your Products Quiz

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