Marketing in Digital World

Bachelor 2020/2021

Type: Elective course (Media Communications)

Area of studies: Media Communications

Delivered by: Institute of Media

Where: Faculty of Creative Industries

When: 4 year, 3 module

Mode of studies: distance learning

Instructors: Alexander Kupriyanov

Language: English

ECTS credits: 4

Contact hours: 2

Full Syllabus

Abstract

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 250,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time.

Learning Objectives

To learn how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers.

Expected Learning Outcomes

to know the main concepts and terminology, used during the course
to know the specifics of a marketing strategy in the Digital Age
to know the main Digital Marketing tools

Course Contents

COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT
In this first module, you will become familiar with the course, your instructor, your classmates, and our learning environment. In this module, you will learn how new digital tools are enabling customers to take a more active role in developing and sharing products.
HOW DIGITAL TOOLS ARE CHANGING PROMOTION
In this module, you learn how new digital tools are enabling customers to take a more active role in promotion activities.
HOW DIGITAL TOOLS ARE CHANGING PLACEMENT
In this module, you learn how new digital tools are altering the distribution of products and revolutionizing the retail landscape.
HOW DIGITAL TOOLS ARE CHANGING PRICE
In this module, you will learn how new digital tools are enabling customers to take a more active role in setting the prices they pay for the products they buy.

Assessment Elements

1. Case Study Peer-graded Assignment: Threadless
2. Exercise Quiz: Ideas.Lego.com
3. Module 1 Review Quiz
4. Case Study Peer-graded Assignment: GoPro
5. Exercise Quiz: Wikipedia.org
6. Module 2 Review Quiz
7. Case Study Peer-graded Assignment: Tesla
8. Exercise Quiz: Thingiverse.com
9. Module 3 Review Quiz
10. Case Study Peer-graded Assignment: Panera
11. Exercise Quiz: It's Full of Sparks
12. Module 4 Review Quiz

Interim Assessment

Interim assessment (3 module)
0.075 * 2. Exercise Quiz: Ideas.Lego.com + 0.087 * 3. Module 1 Review Quiz + 0.088 * 4. Case Study Peer-graded Assignment: GoPro + 0.075 * 5. Exercise Quiz: Wikipedia.org + 0.088 * 7. Case Study Peer-graded Assignment: Tesla + 0.075 * 8. Exercise Quiz: Thingiverse.com + 0.088 * 1. Case Study Peer-graded Assignment: Threadless + 0.088 * 10. Case Study Peer-graded Assignment: Panera + 0.075 * 11. Exercise Quiz: It's Full of Sparks + 0.087 * 12. Module 4 Review Quiz + 0.087 * 6. Module 2 Review Quiz + 0.087 * 9. Module 3 Review Quiz

Bibliography

Recommended Core Bibliography

Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475

Recommended Additional Bibliography

Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421

Course Syllabus