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Marketing in an Analog World (Coursera)

Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis.

Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, “How has the Digital Revolution impacted Marketing in an Analog World?

This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure.

Course 6 of 7 in the Digital Marketing Specialization



Course Overview and Module 1 Digital Dominance of the Analog World

Graded: Case Discussion: U of I Credit Union

Graded: Exercise: Purchase Online

Graded: Digital Dominance Quiz


Analog Resistance

Graded: Case Discussion: Willard Airport

Graded: Exercise: Visit a Physical Store [1]

Graded: Analog Resistance Quiz


Digital & Analog Symmetry

Graded: Case Discussion: [emailprotected]

Graded: Exercise: Augmented Reality App

Graded: Digital & Analog Synergy Quiz


Analog Transformation

Graded: Case Discussion: Illinois Athletics

Graded: Exercise: Visit a Physical Store [2]

Graded: Analog Transformation Quiz