Marketing in a digital world （1）課程大綱

COURSERA 今天台灣開出的新課程， Marketing in  a digital world. 主講者為 Aric Rindfleisch 他任職於 Head of the Department of Business Administration, John M. Jones Professor of Marketing, and Executive Director of the Illinois MakerLab at the University of Illinois at Urbana-Champaign.  He was recently named by Princeton Review as one of “The Best 300 Professors” in America.

New digital tools, such as 3D printers, allow consumers to take a more active role in various marketing activities such as making their own products. Thus, the balance of power is shifting from firms to consumers. You will explore this new digital realm and discuss its revolutionary impact upon both firms and consumers. Managers will learn how to use these 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., production, promotion, placement, and price) and discuss how these foundations are being shifted by the rise of new digital tools. We'll employ a variety of learning techniques, including video lectures, case studies, and interviews with both digital experts and digital consumers. Our learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities, such as offering new product ideas to Starbucks, making new entries in Wikipedia, and designing your own 3D printable products. I hope you will join us in this learning experience.

參考課本： Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation by Damian Ryan (2014)

課程大綱

Module 1: Course Overview and Digital Tools for Developing Innovative New Products
Basic Concept: Product
Digital Concept: Customer Co-Creation
Case Study: Local Motors
Digital Concept: Doppelgänger Brands
Exercise: MyStarbucksIdea.com
Campus Spotlight: John Rogers

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

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

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