Marketing in a Digital World

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.

About The Course

New digital tools 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., product, 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, buying books where you name you own price, and designing your own 3D printable products. I hope you will join us in this exploration!

Frequently Asked Questions

How does this course fit into the Digital Marketing Specialization?

This is the first course in the track.



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Recommended Background

None