The Digital Marketing Revolution

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  • Course Overview and Digital Dominance
    • In this module you will examine Digital Dominance. Specifically, you will learn why some Analog products and services are becoming dominated by the Digital Revolution. After introducing the concept of Digital Dominance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (typing a message on a typewriter). This module will then explore two key concepts: Efficiency and Democracy. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (U of I Credit Union) as well as a hands-on exercise (Purchase Online). At the end of this module, you will learn some research insights from Professor Donna Hoffman (George Washington University). As a result of these various learning activities, you will develop a deep understanding of Digital Dominance.
  • Analog Resistance
    • In this module you will examine Analog Resistance. Specifically, you will learn why some Analog products and services are resisting the Digital Revolution. After introducing the concept of Analog Resistance, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out an adult coloring book). This module will then explore two key concepts: Physicality and Protection. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Willard Airport) as well as a hands-on exercise (Visit a Physical Store, Part 1). At the end of this module, you will learn some research insights from Professor Markus Geisler (York University). As a result of these various learning activities, you will develop a deep understanding of Analog Resistance.
  • Digital & Analog Synergy
    • In this module you will examine Analog & Digital Synergy. Specifically, you will learn why some Analog & Digital products and services combine to create synergistic effects. After introducing the concept of Analog & Digital Synergy, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (using an augmented reality app). This module will then explore two key concepts: Glocal and TouchTech. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Amazon@Illinois) as well as a hands-on exercise (Augmented Reality App). At the end of this module, you will learn some research insights from Professor David Bell (University of Pennsylvania). As a result of these various learning activities, you will develop a deep understanding of Analog & Digital Synergy.
  • Analog Transformation
    • In this module you will examine Analog Transformation. Specifically, you will learn why some Analog products and services are being transformed by the Digital Revolution. After introducing the concept of Analog Transformation, you will engage in a vicarious learning activity with University of Illinois students, faculty, and staff (trying out the Thingiverse Customizer). This module will then explore two key concepts: Embracing and Distancing. In addition to learning about these two concepts, you will also have the opportunity to apply them through a real-world case study (Illinois Athletics) as well as a hands-on exercise (Visit a Physical Store, Part 2). At the end of this module, you will learn some research insights from Professor Wayne Hoyer (University of Texas). As a result of these various learning activities, you will develop a deep understanding of Analog Transformation.

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