4/25/2020 Syllabus | Coursera

Syllabus
Course Description
This course offers a strategic perspective and examination on how the digital revolution is changing the marketing
landscape. We will explore this new digital realm and discuss its revolutionary impact upon both firms and
consumers. We will examine a wide range of digital tools, introduce some new concepts, and share some stories
about how firms and consumers are adapting to this changing landscape. Managers will learn how to use digital tools
to strengthen their marketing efforts, while consumers will learn how to use these tools to enhance their consumption
experience.

Our course will review the foundations of marketing (i.e., product, promotion, placement, and price) and discuss how
these foundations are being shifted by the rise of the digital revolution. We'll employ a variety of learning techniques,
including video lectures, hands-on exercises, and case studies. Our learning approach will be highly interactive; you
will have the opportunity to engage in a variety of hands-on activities.

Please note that this is not an e-commerce class. We will not examine social media analytics, search engine
optimization, or other digital marketing tactics. The other courses in our Digital Marketing Specialization will cover
these topics in considerable detail. Instead, this course is broader in focus and more strategic in orientation.

Course Goals and Objectives

Upon successful completion of this course, you will be able to:

Obtain a rich understanding of the foundation of marketing and how this foundation is being shifted due to the
rise of the digital revolution.
Apply critical thinking skills regarding the role of digital tools and their impact upon both firms and consumers.
Learn several real-world examples of how digital tools are being applied to enhance and enrich a variety of
marketing activities.

Course Materials
Each week of the course has a set of videos and one required reading (from Harvard Business Review, which is
freely avialable online). There is no required textbook used in this course.

On Harvard Business Review, You can have access to 2 free articles per month without a registered account or have
access to 4 free articles with a registered account. Registration is free.

Course Outline
The course consists of four modules.

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Module 1: Course Overview and How Digital Tools are Changing Product

Content:

About the Course and Your Classmates

Basic Concept: Product
Digital Concept 1: Customer Co-Creation
Case Study: Threadless
Digital Concept 2: Sharing Economy
Exercise: Ideas.Lego.com

Module 2: How Digital Tools are Changing Promotion

Content:

Basic Concept: Promotion

Digital Concept 1: User-Generated Content
Case Study: Go Pro
Digital Concept 2: Doppelganger Brands
Exercise: Wikipedia.org

Module 3: How Digital Tools are Changing Placement

Content:

Basic Concept: Placement

Digital Concept 1: New Retail
Case Study: Tesla
Digital Concept 2: Desktop Manufacturing
Exercise: Thingiverse.com

Module 4: How Digital Tools are Changing Price

Content:

Basic Concept: Price

Digital Concept 1: Pay What You Want
Case Study: Panera
Digital Concept 2: Freemium
Exercise: It's Full of Sparks

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Elements of This Course

The course is comprised of the following elements:

Lecture videos. Each week your instructor will teach you the concepts you need to know through a collection
of short video lectures. You may either stream these videos for playback within the browser by clicking on their
titles, or you can download each video for later offline playback by clicking the download icon.
Readings. Content from the required readings in each module will be included in the Module Quiz questions.
There are also optional readings for further information. The content from the optional readings is not included
in the exercise, discussion, or quiz questions.
Practice Quizzes (Optional). Each module has three sets of Practice Quizzes based on lecture videos in the
basic concept, digital concept 1 and 2 lessons. The practice quizzes do not count towards passing the course;
you may take them as many times as you want and all questions provide feedback to help you understand the
questions better.
Module Review Quizzes (Required). Each module concludes with a module review quiz. The module review
quiz draws upon all the topics in the module. You may attempt each graded quiz two times per every four
hours. Your highest score will be used when calculating your final score in the class. There is no time limit on
how long you take to complete each attempt at the quiz.
Case Study Peer Review (Required). Every module has a case study peer assessment activity that focuses
on the case study questions. The case study peer reviews are required in this course. You must submit your
answers, review 3 other submissions from your peers, and earn up to 70% in order to pass the required peer
reviews.
Exercise Quizzes (Required). Every module has an exercise activity. The exercise activity provides an
overview video with instructions to explore a website or an app, with some questions to solve along the way.
After completing the exercise, you will complete an exercise quiz. The exercise quizzes are required. You may
attempt each exercise quiz two times per every four hours. Your highest score will be used when calculating
your final score in the class. There is no time limit on how long you take to complete each attempt at the quiz.
Exercises Peer Review (Optional, Honors Assignment). Every module has an exercise activity. The
exercise activity provides an overview video with instructions to explore a website or an app, with some
questions to solve along the way. After coming complete a task in that site, then you submit your work for a
peer review within the course. The peer reviews for the exercises are NOT required activities in this course.
However, they are honors assignment, which means if you complete them, your work will be recognized in the
course certificate, as honors. Read more about Honors Assignment here.
Discussion Forums. Posting in the forums is optional, but you are encouraged to do so.

How to Pass This Course

I am continually looking to improve this course. Thus, this syllabus is subject to change. I appreciate your input and
ask that you have patience if we make adjustments to this course.

To qualify for a Verified Certificate, simply start verifying your coursework at the beginning of the course (with no
upfront charges), and pay the $79 Signature Track registration fee anytime before you complete course. You can
delay payment until you’re confident you’ll pass. Coursera Financial Aidis available to offset the registration cost for
students with demonstrated economic needs. If you have questions about Signature Track, please see the help
topics here.

If you choose not to verify your work, you can still participate in the complete course. Your final grade will be
recorded on your Accomplishments page.

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Also note that this course is the first in the Digital Marketing Specializationoffered by the University of Illinois at
Urbana-Champaign. By earning a Verified Certificate in this course, you are on your way toward earning a
Specialization Certificate in Digital Marketing.

The following table explains the breakdown for what is required in order to pass the class, qualify for a
Verified Certificate, and be on your way to completing the Specialization in Digital Marketing. You must
complete all required activities in order to pass the class.

Since this is an On-Demand Course, there are NO DEADLINES for any activities. However, if you enroll in the
Certificate, you must complete the course in 180 days.

%
Number Estimated
Name of required
Required? per hours per
activity to pass
module module
activity
Lectures Yes 7–8 1.5 0
Readings Yes 1 1 0
Practice
No 3 0.5 0
Quizzes
Module
Review Yes 1 0.5 70%
Quizzes
Case
Study Peer Yes 1 1.5 60%
Review
Exercises
Peer No 1 1 60%
Review
Exercises
Yes 1 0.5 70%
Quizzes

Getting and Giving Help

You can get/give help via the following means:

Use the Learner Help Center to find information regarding specific technical problems. For example, technical
problems would include error messages, difficulty submitting assignments, or problems with video playback. If
you cannot find an answer in the documentation, you can also report your problem to the Coursera staff by
clicking on the Contact Us! link available on each topic's page within the Learner Help Center.

Thanks for Enrolling in the Course!

Good Luck!

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