Marketing in a Digital World

The University of Illinois and Coursera combined forces to present this course in digital marketing. It looks at digital tools, modern strategies and the impacts of current events on marketing.

Created by: Aric Rindfleisch

Produced in 2017

Quality Score

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Video Quality
Qualified Instructor
Course Pace
Course Depth & Coverage

Overall Score : 100 / 100

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Course Description

branding Awards Best Free Course

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time ( course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and



    • Most recent update (at the time of this review) was April 2020, making it ultra-recent.
    • Course is part of an MBA program.
    • Course takes classic product marketing concepts and transforms them into digital marketing strategies.
    • Course is part one of seven. Completing the series is expensive and cumbersome.
    • Course will need perpetual updates to stay relevant. Always check the latest version before committing.
    • Use of older concepts can sometimes feel dated.

Instructor Details

Aric Rindfleisch

Aric Rindfleisch is John M. Jones Professor of Marketing, and Executive Director of the Illinois MakerLab at the University of Illinois at Urbana-Champaign. He received a PhD from the University of Wisconsin-Madison and an MBA from Cornell University. He has also served as a faculty member at the University of Wisconsin-Madison, University of Arizona, Tilburg University, and Korea University and worked for J. Walter Thompson-Japan, Millward Brown, and the US Army. Professor Rindfleisch is an award-winning scholar and serves as an editor and review board member for several leading marketing journals. He has also won several teaching awards, including being recently named by Princeton Review as one of "The Best 300 Professors" in America.



689 total reviews

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By Olivier M on 28-Oct-18

Hello, I have mixed feelings about this course and thought it needed an explanation for the bad review.Firstly this was my first experience of elearning and I found the format thoroughly enjoyable. The short videos interrupted by questions are great, the case study system is great and the peer reviews, though often limited, give a sense of belonging to a class.The contents structure is also pretty good, introducing the four Ps of marketing and seeing what effect digital marketing has on them.The main problem, which actually ruins the course, is that everything is outdated. Taking examples from between 6 and 10 years ago in digital marketing is simply not possible. The word instagram is not mentioned once and Facebook is a new platform that we don't know much about yet. It very rapidly starts to feel like listening to your grandfather who recently discovered emails.The most recent contents is from 4 years ago. Facebook had just started to let users edit their posts...So this is a once great course that desperately need refreshing!

By Rolando C on 19-Dec-18

The course is great, but a little too basic, as most moocs are. Also, there is a lot of more than 5 years old material.

By Melissa K on 27-Feb-19

I assumed this course was going to cover digital marketing concepts but it seems to be about product design and product marketing, which is not what I'm interested in. It seems to be a bit misrepresented in the description and title. If you're interested in things like how to use social media for marketing, content marketing, SEO, and that kind of thing, DON'T TAKE THIS COURSE. If you're interested in designing, branding and marketing products using digital tools, this is the class for you. There are some problems with the tech (certain modules don't work, links are wrong, etc.) I've reported these so maybe they're fixed now. But it doesn't give me a lot of confidence in the course. I left after the first week because it doesn't cover what I need to learn.

By Sebastian D B on 16-Feb-19

Google 4Ps of marketing mix. Save yourself 80 Dollars. This course only speaks about the 4Ps and doesn't teach you any skill whatsoever. It's very frustrating as it's only theoritical and was made in 2013. We are 2019, 3D printers are normal by now, not a wonder of futuristic technology nor relevant to digital marketing.

By Benjamin on 29-Sep-16

I found this course to be very basic. I appreciate that Marketing requires a broad interaction, but a course designed to take 4 weeks (with 2~3 weeks of actual content) is too much. I need to learn about cost-per-click, impressions, ROI on ad spend - that sort of thing. I don't see how 3D printing is relevant to the majority of people in marketing today.

By George T on 18-Apr-19

It's a wonderful learning experience with the concepts and the applications of digital marketing. As a experienced marketing/sales people, this course is really useful to refresh what I learned/did before and give me some ideas about what I am going to implement in the future.Only one suggestion, if some cases in 2018/2019 can be updated, that would be perfect!!

By [email protected] on 20-Jan-19

The course is amazing and has all the latest trends in Digital Marketing included. Thing I am missing is the presentation of the more traditional marketing methods as Email Marketing in more detail.

By Julija V on 8-Apr-19

Course in general is interesting and worth to take if you are really beginner in marketing. If you some experience - treat it as collection of ice additional materials to read. My suggestion to professors would be to update digital courses, as situation is changing really rapidly and 2-3 years make a big difference. Most of cases and materials were latest of 2014.

By Pascal A S on 21-May-17

As with many business courses there is a lot of superficial talk here without providing much insights.The course covers absolute basics that can be learned from any beginners text book about marketing. However, the time needed to run through this course is way longer than just grabbing a good book and take it from there.The only area where this course creates some additional value is with some of the exercises. It is when you are required to think for yourself about a problem that you are also starting to learn. However, the overall quality of these exercises is mixed and not particularly high. For instance, there is one exercise for you to edit a Wikipedia entry and answer some banale questions about that. A complete waste of time. Similarly, you are expected to make some suggestions for Starbucks to improve their business using their online tool. Again, superficial questions are being asked while writing something that makes some sense still requires time. And the worst of them all: Calculating how much money you saved by using a price comparison app. Quite ridiculous how they are able to charge money for such a garbage exercise.Last, I am not fully convinced that other students are skilled enough to assess my answers to these questions, generally. I have received perfect marks, i.e. exceeding expectations, for rather average answers, and I have received marks "in expectation" for elaborated answers in which I put real effort (including citations to back up arguments). One should start thinking about what the incentives are for other students to grade the work of peers. I would assume, most people don't care too much and just let other "pass".

By Arpit R on 13-Mar-19

Really bad! Beats around the bush, doesn't know how to explain things!

By Philip B on 24-Mar-19

i love this

By ezatullah h on 22-Mar-19

best course, best professor