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Regular version of the site
Bachelor 2020/2021

Marketing in Digital World

Type: Elective course (Media Communications)
Area of studies: Media Communications
Delivered by: School of Media
When: 4 year, 3 module
Mode of studies: distance learning
Language: English
ECTS credits: 4

Course 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

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

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 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

Assessment Elements

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

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

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