- Level Foundation
- المدة 18 ساعات hours
- الطبع بواسطة Queen Mary University of London
-
Offered by
عن
This course will develop your understanding of the fundamentals of digital marketing and how it transformed the marketing landscape. By the end of this course, you will have developed your understanding of key topics such as: the fundamentals of content marketing, digital consumer engagement, journey mapping, lifecycle and value proposition. You will also have the opportunity to discuss topics such as digital consumer experience management, competitor benchmarking and creating a digital customer journey map with your peers. Throughout the course, you will be prompted to consider how the topics relate to a company or brand of your choosing. You will be asked to analyse how successfully the company has implemented these topics and identify areas that can be improved. In the end-of-course assignment, you will reflect on the key points from this course, and consider how they can be applied in a real-life context. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.الوحدات
Week 0: Orientation
1
Assignment
- Setting Your Goals
1
Discussions
- Meet Your Peers
2
Readings
- Welcome to Coursera
- Welcome to Queen Mary University of London
Week 0: Navigation
1
Discussions
- Ask Your Questions
5
Readings
- Overview
- Weekly Content
- Discussion Forums
- Grades
- Notes
Week 0: Prepare To Succeed
5
Readings
- Top Tips
- Workload
- Mastery Learning
- Unfacilitated
- Academic Integrity
Week 0: Assessment
5
Readings
- Assessment
- Peer Review
- Quizzes
- Course Projects
- Getting Started
Welcome to Digital Consumer Search and Marketing
2
Discussions
- Personal Expectations & Objectives
- The Digital Consumer
2
Videos
- Course Overview
- Introduction
1
Readings
- Truths about Marketing after Crisis
Digital Marketing Basics
1
Assignment
- Digital Marketing Basics
2
Discussions
- Digital Marketing and Consumer Experience
- Content Marketing in Practice
1
Videos
- How Digital Marketing Transformed the Marketing Landscape
1
Readings
- Content Marketing: Enhancing your Consumers' Behaviour
Consumer Engagement: A Challenge or an Opportunity?
2
Discussions
- Digital Consumer Engagement
- Brand Love
1
Videos
- Excite Consumers in the Digital Era
2
Readings
- Consumer Engagement: A Challenge or an Opportunity?
- Digital Consumer Love
Influences of External Environment to Digital Consumer Behaviour
1
Assignment
- Influences of the External Environment
1
Discussions
- Digital Consumer Journey Map (CJM) and Benchmarking the Online Performance of your Key Competitor
1
Videos
- Online Marketplace and Customer Journey Mapping
2
Readings
- Consumer Journey Mapping: An Introduction
- Benchmarking the Online Performance of Competitors
Introduction to Digital Marketing Communications
2
Discussions
- Online Pull and Push Marketing
- Pull and Push Online Marketing
1
Videos
- Types of Digital Channels
2
Readings
- Communication Models for Traditional and Digital Media
- From Pull to Push or the Opposite?
Digital Consumer Lifecycle and Marketing
2
Assignment
- Consumer Lifecycle
- Digital Consumer Lifecycle and Marketing
1
Discussions
- Online Exposure
1
Videos
- Digital Consumer Lifecycle
1
Readings
- Transformation of Consumer Lifecycle
B2C, C2C, B2B and C2B Digital Interactions
2
Discussions
- Trade Online
- Digital Business Models
1
Videos
- B2C, C2C, B2B, and C2B Digital Interactions
2
Readings
- Digital First: The Role of Online Intermediaries
- Types of Digital Business Models
Digital Consumer Value Proposition
1
Assignment
- Digital Consumer Value Proposition
2
Discussions
- Creating Value
- Digital Consumer Value Proposition
1
Videos
- Creating Value for the Digital Consumer
1
Readings
- Value Proposition in the Digital Era
Technological Environment
2
Discussions
- Adoption and Diffusion of Innovations
- Hype Cycle
1
Videos
- Macro Environment: The Role of Technology
2
Readings
- Adoption and Diffusion of Innovations
- Gartner’s Hype Cycle
Competitive Forces and Influence of Economic Environment
1
Assignment
- Competitive Forces
2
Discussions
- Porter's Five Forces
- Elements of Economic Environment
1
Videos
- Porter's Five Forces Model
1
Readings
- Dimensions of Economic Environment
Influences of Social and Cultural Environment
1
Assignment
- Influences of Social and Cultural Environment
2
Discussions
- Cultural Environment
- Cultural Forces
1
Videos
- Hofstede’s Cultural Dimensions
1
Readings
- Social or Cultural Environment
PESTLE Analysis and Influences of Legal & Political Environment
1
Assignment
- PESTLE Analysis
2
Discussions
- PESTLE Analysis
- Legal Environment
1
Videos
- PESTLE Analysis
1
Readings
- Political and Legal Forces
Understanding the Digital Consumer
1
Assignment
- Elements of Situation Analysis
2
Discussions
- Digital Consumer Behaviour and Conversion Rates
- Situation Analysis
1
Videos
- Demand Analysis and Conversion
1
Readings
- Situation Analysis
Digital Consumer Profile and Experience Management
1
Assignment
- Digital Consumer Profile and Experience Management
2
Discussions
- Digital Consumer Motivation
- Digital Consumer Experience
1
Videos
- Digital Consumer Profile
1
Readings
- Digital Consumer Experience Management
Competitor Benchmarking in the Digital Marketplace: A Holistic Approach
2
Assignment
- Benchmarking: Process and Stages
- Competition in the Digital Marketplace
1
Discussions
- The Role of Agility and Reach in Digital Markets
1
Videos
- Competitor Benchmarking in the Digital Marketplace
1
Readings
- Digital Competitor Benchmarking
Drafting the Digital Consumer Journey Map
1
Assignment
- Digital Consumer Journey Map
1
Discussions
- Digital Consumer Journey Map
1
Readings
- Drafting a Digital Consumer Journey Map
End of Course
1
Assignment
- Course Reflection
1
Peer Review
- Apply your Knowledge in Practice
1
Readings
- Course Review
Auto Summary
Embark on a journey to master the essentials of digital marketing with the "Foundations of Digital Consumer Search and Marketing" course, designed for professionals eager to excel in the dynamic world of Sales & Marketing. This foundational course, offered by Coursera, delves into the transformative impact of digital marketing on the industry, equipping you with crucial knowledge in areas such as content marketing, digital consumer engagement, journey mapping, lifecycle, and value proposition. Over the span of 1080 minutes, you will engage in in-depth discussions and peer interactions on managing digital consumer experiences, competitor benchmarking, and crafting effective digital customer journey maps. You'll also gain practical insights by analyzing real-world brands, identifying successful implementations, and pinpointing areas for improvement. The course culminates in an assignment that encourages you to apply the learned concepts to real-life scenarios, reinforcing your understanding and practical application of digital marketing strategies. This course is especially beneficial for individuals at the foundational level, aiming to enhance their marketing skills and is a part of the broader Digital Consumer Search and Marketing Specialization. Flexible subscription options, including the Starter plan, make it accessible for anyone looking to advance their career in digital marketing. Join now to transform your understanding and execution of digital marketing strategies in today's competitive landscape.

Athanasia Lampraki

Evangelia Katsikea

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