Revolution in digital marketing

The digital revolution has fundamentally changed the way many products are created, marketed, 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 the way products are promoted, are becoming increasingly digital in nature. However, we still live in an analog (or physical) world. For example, even today, most sales still take place in physical stores. Thus, both marketers and consumers must navigate both the analog and digital worlds simultaneously on a daily basis. This course examines the analog and digital worlds and how these two forces relate to each other in the digital marketing revolution. The course will begin by examining the key differences between the analog and digital worlds, and then look at four ways in which the analog world has been affected by the digital revolution: Dominance, Resistance, Synergy, and Transformation. The course will provide several examples of each of these concepts and explore their implications for both marketers and consumers. This course will use a variety of teaching methods, including video lectures, case studies, practical exercises and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to participate in a variety of hands-on activities and become a member of a rich learning community. I hope you will join us on this learning adventure. Upon successful completion of this course, you will be able to: -Understand the key differences between analog and digital marketing and the implications of these differences for marketing. -Understand the four ways in which analog marketing is being impacted by the digital revolution. -Develop and apply critical thinking skills regarding the role of analog and digital technologies for both businesses and consumers. -Learn several real-world examples of different strategies for successfully marketing analog products and services in an increasingly digital world. This course is part of the Gies College of Business suite of online programs, including the iMBA and iMSM programs. Learn more about admission to these programs and explore how your Coursera work can be used toward degree admission at https://degrees.giesbusiness.illinois.edu/idegrees/.