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Reshaping Consumer Search
  • Level Foundation
  • Duration 14 hours
  • Course by Queen Mary University of London
  • Offered by

About

In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development. By the end of this course, you will have developed your understanding of key topics such as; the importance of a digital marketing strategy, the effects of digital disruptors, SWOT analysis in digital marketing, segmentation, targeting and positioning as well as the role of the marketing mix in digital marketing strategy. 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. You will have the opportunity to apply your knowledge by creating your own digital marketing strategy plan in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Modules

Digital Marketing Strategy

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

1 Assignment

  • Digital Marketing Strategy

1 Discussions

  • Digital Marketing Strategy and Digital Disruptors

1 Videos

  • Effects of Digital Disruptors

2 Readings

  • Scope and Importance of Digital Marketing Strategy
  • Digital Transformation and Digital Marketing Activities

Crafting a Digital Marketing Strategy

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

2 Assignment

  • Digital Marketing Strategy
  • Elements of a Digital Marketing Strategy

1 Discussions

  • Internal Audit

1 Videos

  • Digital Marketing Strategy Development

1 Readings

  • Internal Audit for Digital Marketing Activities

Digital Marketing Strategy Planning

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

1 Assignment

  • Digital Revenue: Metrics

1 Discussions

  • SWOT Analysis

1 Videos

  • SWOT Analysis in Digital Marketing: A Focused Approach

2 Readings

  • Digital Revenue: Metrics
  • Setting Goals for Digital Marketing

Target Market Strategy Planning

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

  • Target Market Strategy
  • The Role of Target Market Strategy

1 Discussions

  • Target Market Strategy

1 Videos

  • Successfully Connecting with the Target Market

1 Readings

  • Segmentation, Targeting and Positioning: An Initial Approach

The Role of Marketing Mix in Digital Marketing Strategy

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

2 Discussions

  • 7Ps in the Digital Marketplace
  • Marketing Mix in Digital Marketing

1 Videos

  • Marketing Mix

2 Readings

  • Marketing Mix in Digital Marketing
  • The Role of Influencers in Digital Marketing Strategy

Digital Marketing Mix: Brands and Products

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

2 Assignment

  • Brands and Products
  • Launching Digital Products

1 Discussions

  • Launching Digital Products

1 Videos

  • Branding in the Digital Marketplace

1 Readings

  • Launching Digital Products

Digital Marketing Mix: Place (Channels of Distribution)

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

1 Assignment

  • Digital Channels

1 Discussions

  • Distribution in the Digital Marketplace

1 Videos

  • Digital Channels

2 Readings

  • Distribution in the Digital Era
  • Multichannel Sales: Omnichannel Marketing

Digital Marketing Mix: Price

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

  • Pricing Strategies

1 Discussions

  • Pricing Approaches

1 Videos

  • Pricing in the Digital Marketplace

1 Readings

  • Pricing Strategies and Considerations for the Digital Environment

Digital Marketing Mix: Promotion

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

1 Assignment

  • Promotion

1 Discussions

  • Promotion in the Digital Marketplace

1 Videos

  • The Role of Promotion in the Digital Marketing Plan

2 Readings

  • Promotion in the Digital Marketplace
  • Advertising in the Digital Marketplace

Digital Marketing Mix: Processes

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

2 Assignment

  • Processes
  • The Importance of Processes

1 Discussions

  • The Role of Processes in the Digital Marketing Mix

1 Videos

  • The Role of Process in Digital Transformation

1 Readings

  • Processes in the Digital Marketing Mix

Digital Marketing Mix: People

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

1 Assignment

  • People

1 Discussions

  • Role of People in the Digital Marketing Mix

1 Videos

  • User-generated Content

2 Readings

  • The Role of People in the Digital Marketing Mix
  • Simplifying a Digital Marketing Strategy

Digital Marketing Mix: Physical Evidence

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

1 Assignment

  • Digital Marketing Mix

1 Discussions

  • Creating Physical Evidence in the Digital Marketplace

1 Videos

  • Physical Evidence in Digital Marketing: Content Creation

1 Readings

  • The Role of Physical Evidence in Digital Marketing Mix

Digital Segmentation, Targeting, Positioning (STP)

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

1 Assignment

  • Digital Segmentation, Targeting, Positioning

1 Discussions

  • Segmentation and Targeting

1 Videos

  • Digital Segmentation, Targeting, Positioning (STP)

2 Readings

  • Segment and Target Your Online Audiences
  • Segment and Target Successfully Your Online Audiences

Digital Marketing Strategy Planning: Targeting

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

2 Assignment

  • Targeting
  • Types of Targeting

1 Discussions

  • Targeting in Digital Media Campaigns

1 Videos

  • Digital Targeting

1 Readings

  • Options for Targeting in Digital Media Campaigns

Digital Marketing Strategy Planning: Positioning

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

1 Assignment

  • Positioning

1 Discussions

  • Strategic Positioning in the Digital Marketplace

1 Videos

  • Differentiate in the Digital Marketplace

2 Readings

  • Strategic Positioning in Digital Marketing
  • Achieving Strategic Positioning

Plan a Digital Marketing Strategy for the Future

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

1 Assignment

  • Plan a Digital Marketing Strategy

1 Discussions

  • Digital Marketing Strategy

1 Videos

  • Digital Marketing Trends

1 Readings

  • Build a Digital Marketing Strategy for the Future

End of Course

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

1 Assignment

  • Course Reflection

1 Peer Review

  • Drafting a Digital Marketing Strategy Plan

1 Readings

  • Course Review

Auto Summary

"Reshaping Consumer Search" is a foundational course in Sales & Marketing, focusing on digital marketing strategy planning and development. Taught by Coursera, it covers digital disruptors, SWOT analysis, segmentation, targeting, positioning, and the marketing mix. Learners will analyze real companies, identify improvement areas, and create their own strategy plan. The course lasts 840 minutes and offers Starter and Professional subscription options, ideal for individuals looking to enhance their digital marketing skills.

Athanasia Lampraki
Instructors

Athanasia Lampraki

Evangelia Katsikea
Instructors

Evangelia Katsikea

Tana Licsandru
Instructors

Tana Licsandru