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Reimagining Consumer Experience
  • Level Foundation
  • Duration 14 hours
  • Course by Queen Mary University of London
  • Offered by

About

In this course, you will focus on the implementation and practice of a connected digital marketing strategy. By the end of this course, you will have developed your understanding of key topics such as: Marketing automation and conflict in online communities, the sales funnel, search engine marketing and management, Search Engine Optimization (SEO), Paid search marketing, online partnerships and affiliate marketing. You will have the opportunity to discuss email marketing and mobile messaging, viral marketing, direct marketing and traffic building with your fellow learners. 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 relate your knowledge in a real-life context with an analysis of a company’s successful digital marketing strategy. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Modules

Delivering a Connected Consumer Experience

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Delivering a Connected Consumer Experience

1 Discussions

  • Connected Consumer Experience

1 Videos

  • Marketing Automation

2 Readings

  • Delivering a Connected Consumer Experience
  • Marketing Automation: Uses and Hurdles

Addressing Conflict in Online Communities

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • Conflict in Online Communities
  • Addressing Conflict

1 Discussions

  • Conflict in Online Communities

1 Videos

  • Conflict in Online Communities

1 Readings

  • Conflict Resolution in Online Communities

The Sales Funnel in Digital Marketing

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Sales Funnel

1 Discussions

  • Sales Funnel in Digital Marketing

1 Videos

  • Sales Funnel

2 Readings

  • The Role of Sales Funnel in Digital Marketing
  • Sales Funnel: How it Works Across Different Stages

Developing Content for the Sales Funnel

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Stages of the Sales Funnel

1 Discussions

  • Sales Funnel

1 Videos

  • Sales Funnel Efficiency

1 Readings

  • Drafting Content for the Sales Funnel

Search Engine Marketing: An Introduction

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Search Engine Marketing

1 Discussions

  • Search Engine Marketing

1 Videos

  • Search Engine Marketing: An Introduction

2 Readings

  • Search Engine Marketing
  • Search Engine Ranking Forces

Managing and Implementing SEO

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Search Engine Optimization
  • Search Engine Marketing

1 Discussions

  • Search Engine Optimisation

1 Videos

  • Search Engine Optimisation

1 Readings

  • Managing and Implementing SEO

Paid Search Marketing

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Paid Search Marketing

1 Discussions

  • Paid Search Marketing

1 Videos

  • Paid Search Marketing

2 Readings

  • Paid Search Marketing
  • Pros and Cons of Paid Search Marketing

Online Public Relations and Influencer Relationship Management

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Online Public Relations

1 Discussions

  • Online Public Relations and Influencer Relationship Management

1 Videos

  • Online Public Relations

1 Readings

  • Online Public Relations and Influencer Relationship Management

Online Partnerships

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Types of Affiliate Marketing

1 Discussions

  • Affiliate Marketing

1 Videos

  • Assessing the Influence of Influencers

2 Readings

  • Affiliate Marketing
  • Types of Affiliate Marketing

Online Partnerships

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Pros and Cons of Affiliate Marketing
  • Affiliate Marketing

1 Discussions

  • Affiliate Marketing

1 Videos

  • Managing Affiliate Marketing: Affiliate Networks

1 Readings

  • Pros and Cons of Affiliate Marketing

Online Partnerships

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Online Sponsorship & Display Advertising

1 Discussions

  • Online Sponsorship & Display Advertising

1 Videos

  • Online Sponsorships

2 Readings

  • Interactive Display Advertising
  • Pros and Cons of Online Ads

Online Partnerships

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Digital Ad Campaigns
  • Display Advertising

1 Discussions

  • Managing Digital Ad Campaigns

1 Videos

  • Programmatic Advertising

1 Readings

  • Planning and Managing Ad Campaigns

Email Marketing and Mobile Messaging

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Email Marketing

1 Discussions

  • Email Marketing

1 Videos

  • Email Marketing

2 Readings

  • Opt-in Email Marketing: Digital Consumer Acquisition
  • Opt-in Email Marketing: Prospect Conversion & Consumer Retention

Social Media and Viral Marketing

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Social Media and Viral Marketing
  • Viral Marketing

1 Discussions

  • Social Media & Viral Marketing

1 Videos

  • Social Media and Viral Marketing

1 Readings

  • Social Media, Viral & E-word of Mouth Marketing

Offline Promotion to Support E-commerce and Mobile Marketing

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • E-commerce and Mobile Marketing

1 Discussions

  • Offline & Online Media

1 Videos

  • E-commerce Support: Offline Promotion

2 Readings

  • Offline Communications to Support E-commerce
  • Mobile Marketing

Direct Marketing and Traffic ‘Building’

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Traffic Building

1 Discussions

  • Direct Marketing and Traffic Building

1 Videos

  • Traffic Building

1 Readings

  • Direct Marketing

End of Course

    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Course Review

1 Peer Review

  • Digital Marketing Strategy Implementation

1 Readings

  • Course Review

Auto Summary

Unlock the potential of digital marketing with "Reimagining Consumer Experience," a foundational course in the Sales & Marketing domain offered by Coursera. This engaging program is designed to equip you with practical skills in creating and managing a connected digital marketing strategy. Dive deep into essential topics such as: - Marketing automation - Conflict management in online communities - Sales funnel optimization - Search Engine Marketing (SEM) and Search Engine Optimization (SEO) - Paid search strategies - Online partnerships and affiliate marketing Enhance your knowledge through interactive discussions on email marketing, mobile messaging, viral marketing, direct marketing, and traffic building. You'll get the chance to apply these concepts to a company or brand of your choice, analyzing and improving their digital marketing efforts. The course culminates in a real-life analysis assignment, allowing you to showcase your understanding by evaluating a successful digital marketing strategy of a chosen company. With a duration of approximately 840 minutes, this course is part of the Digital Consumer Search and Marketing Specialization and is ideal for beginners looking to build a strong foundation in digital marketing. Start your journey with a Starter subscription and transform your approach to consumer experience today!

Athanasia Lampraki
Instructors

Athanasia Lampraki

Evangelia Katsikea
Instructors

Evangelia Katsikea

Tana Licsandru
Instructors

Tana Licsandru