Certificate in Digital Marketing
260 Wohlers Hall, 1206 South Sixth Street Champaign, IL 61820-6978 USA
This course will be broken up into 4 weekly modules covering the following topics:
Week 1: Digital Tools for Developing Innovative New Products (Case Study: Local Motors)
Week 2: Digital Tools for Persuading Customers to Buy your Products (Case Study: Pepsi Refresh)
Week 3: Digital Tools for Effectively Distributing your Products (Case Study: Zappos)
Week 4: Digital Tools for Setting the Right Prices for your Products (Case Study: Radiohead)
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.