The Digital Revolution has dramatically changed the way products are promoted, created, distributed, and consumed. Marketing was an analog activity, i.e. physical, before the advent of digital technologies like the internet, personal computer, and smartphone. Many marketing activities, such as the promotion of products, are now digital. But, we still live and work in an analog (or physical) world. Today, for example, the majority of sales are still done in physical stores. Both marketers and consumers need to navigate the Analog and Digital worlds every day. This course will examine both the Analog as well as the Digital worlds and how they relate within the Digital Marketing Revolution.
This course will explore the main differences between the Analog World and the Digital World. Next, it will examine the four effects of the Digital Revolution on the Analog World: Domination (Resistance), Synergy and Transformation. The course will include examples of each concept and discuss their implications for marketers and consumers. The course will use a variety learning methods, including video lectures and case studies. Interviews with top marketing scholars will also be used. You will have the chance to participate in many hands-on activities as well as be part of a rich learning community. I hope that you will join me on this adventure. After completing this course successfully, you will be able: -Understand key differences between Analog & Digital and their implications for marketing. The Digital Revolution is affecting Analog in four different ways. Develop and use critical thinking skills to understand the impact of the Analog and Digital on both consumers and businesses. Learn from real-life examples how to market Analog products and services successfully in a digital world. This course is part of the Gies College of Business' online suite of programs, which includes the iMBA or 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/.
