- Level Foundation
- Duration 14 hours
- Course by Queen Mary University of London
-
Offered by
About
In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics. By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI). 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 analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.Modules
Introduction to Digital Analytics
1
Assignment
- Metrics on Twitter
1
Discussions
- Social Media Metrics
1
Videos
- Introduction to Digital Analytics
2
Readings
- Apply a Measurement Framework
- Owned Social Media Metrics
Digital Analytics: Owned and Earned Social Media Metrics
1
Assignment
- Owned and Earned Social Media Metrics
1
Discussions
- Assessing Performance on YouTube
1
Videos
- Owned Social Media Metrics: Snapchat & YouTube
1
Readings
- Owned and Earned Social Media Metrics: Linkedin & Earned Social Media
Web, Search and Traditional Analytics
1
Assignment
- Web, Search and Traditional Analytics
1
Discussions
- Web Analytics
1
Videos
- Web Analytics
2
Readings
- Search Analytics: Organic and Paid Search
- Digital and Traditional Analytics
Digital Analysis: Audience
1
Assignment
- Digital Analysis
1
Discussions
- Audience Analysis
1
Videos
- Digital Analysis: Audience
1
Readings
- Audience Analysis
Digital Analytics to Inform Marketing Programmes
1
Assignment
- Landscape Audit
1
Discussions
- Landscape Audit
1
Videos
- Digital Analytics to Inform Marketing Programmes
2
Readings
- Social Media Landscape Analysis: Landscape Audit
- Components of Landscape Audit
Search & Owned and Media Analysis
1
Assignment
- Search & Owned and Media Analysis
1
Discussions
- Media Analysis
1
Videos
- Search & Owned Analysis
1
Readings
- Media Analysis
Enhancing Digital Consumer Experience
1
Assignment
- Digital Consumer Experience
1
Discussions
- Social Consumer Service Care
1
Videos
- Digital Consumer Expectations
2
Readings
- Social Consumer Service Interactions
- Customising Digital Consumer Experience
Data Analytics and Crisis Preparation & Management
1
Assignment
- Crisis Preparation & Management
1
Discussions
- Digital Analytics in Crisis Management
1
Videos
- Using Data Analytics in Crisis Management
1
Readings
- Crisis Day: The Role of Digital Analytics
Product Lifecycle and Digital Analytics
1
Assignment
- Product Lifecycle
1
Discussions
- Product Lifecycle
1
Videos
- Capturing Consumer Insights: New Product Launch
2
Readings
- Product Lifecycle: Introductory Stage and Digital Analytics
- Product Lifecycle: Growth Stage and Digital Analytics
Product Lifecycle and Digital Analytics
1
Assignment
- Stages of the Product Lifecycle
1
Discussions
- Maturity Stage of the Product Life Cycle
1
Videos
- Product Lifecycle: Maturity Stage and Digital Analytics
1
Readings
- Product Lifecycle: Decline Stage and Digital Analytics
Crafting the Research Plan
1
Assignment
- Research Plan
1
Discussions
- Selecting Channels
1
Videos
- Crafting the Research Plan
2
Readings
- Identifying the Channels to Gather Consumer Information
- The Empirical Approach
Building Reports
1
Assignment
- Types of Codes
1
Discussions
- Correlates of Robust Research Reports
1
Videos
- Building Reports
1
Readings
- Research Reports
Digital Ecosystem
1
Assignment
- Digital Ecosystem
1
Discussions
- Digital Marketing Ecosystem
1
Videos
- Digital Ecosystem
2
Readings
- Digital Marketing Ecosystem I
- Digital Marketing Ecosystem II
Return on Investment (ROI) of Digital Marketing Activities
1
Assignment
- Influence
1
Discussions
- Return on Investment (ROI)
1
Videos
- Return on Investment (ROI): Return on Engagement (ROE) and Brand Manager Influence
1
Readings
- Return on Investment (ROI): Return on Influence and Return on Experience
Return on Investment (ROI) of Digital Marketing Activities
1
Assignment
- Return on Investment
2
Discussions
- Return on Investment: Anecdote & Correlation Analysis
- Before the End…. Reflective Activity
1
Videos
- Return on Investment (ROI): Return on Engagement and Engaged Users
1
Readings
- Tracking Return on Investment (ROI): Top Down Revenue Assessment Approaches
The Future of Digital Data
1
Assignment
- Digital Analytics
1
Discussions
- Digital Analytics Capability
1
Videos
- The Future of Digital Data
1
Readings
- Where is Digital Analytics Going From Here?
End of Course
1
Assignment
- Course Reflection
1
Peer Review
- Assessing Digital Consumer Strategy
1
Readings
- Course Review
Auto Summary
"Sensing Consumer Insights" is a foundational course in Sales & Marketing offered by Coursera. The course focuses on measuring the effectiveness of digital marketing strategies through analytics, covering topics like social media, web analytics, crisis management, and ROI. Learners will analyze a company's digital marketing strategy and identify improvement areas. Ideal for those pursuing the Digital Consumer Search and Marketing Specialization, the course spans 840 minutes and is available with a Starter subscription.

Athanasia Lampraki

Evangelia Katsikea

Tana Licsandru