Customer Understanding and Digital Marketing Channels
- Offered byCoursera
Customer Understanding and Digital Marketing Channels at Coursera Overview
Duration | 20 hours |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Go to Website  |
Credential | Certificate |
Customer Understanding and Digital Marketing Channels at Coursera Highlights
- Earn a certificate from Unilever
- Add to your LinkedIn profile
- 19 assignments
Customer Understanding and Digital Marketing Channels at Coursera Course details
- Market Segmentation
- 6Ps
- digital marketing channels
- Customer Journey Map
- Sostac
- The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies
- In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages
Customer Understanding and Digital Marketing Channels at Coursera Curriculum
Introduction to Digital Marketing
Welcome to Digital Marketing Analyst Professional certificate
Introduction to customer understanding and digital marketing channels
Overview of digital marketing
Emerging trends and opportunities in digital marketing
What's It Like?
Customer personas
Marketing funnels
Value propositions
Lanes of marketing transformation
Impact of technology on strategy and engagement
SOSTAC planning framework
Digital marketing summary
Unilever positioning statement
Digital Marketing Analyst Professional certificate syllabus
Digital marketing versus traditional marketing methods
The role of a digital marketing analyst
Impact of customer personas
Customer segmentation techniques
Role of value propositions in attracting and retaining customers
Leveraging digital channels
Digital marketing overview
Digital marketing impact
Digital marketing fundamentals
Marketing transformation in the digital age
Introduce yourself and say hello to your classmates
What do you think?
Customer segmentation, targeting and positioning
Welcome to understanding customer experience insights
Customer experience insights impact to marketing strategies
Use data to create a target audience profile
5 Human factors design
Using data analytics to create meaningingful customer segments
Internal tools for segmenting customers
External tools for segmenting customers
Connecting customer experience, content marketing and brand storytelling
Customer segmentation, targeting and positioning summary
Customer experience insights
Methods to collect and analyze customer data to gain insights
Spreadsheet skills
Customer pain points, preferences and motivations
Demographic segmentation
Psychographic segmentation
Behaviorial segmentation
Compelling brand stories
Aligning content marketing efforts with objectives
Customer segmentation, targeting and positioning
Customer experience insights
Customer segmentation
Customer experience and content
Activity: Creating a target audience profile
Business models and solutions
Introduction business models and solutions
Introduction to eCommerce
Introduction to the 6Ps (or is it 7)
Distribution channels and place
Key components of a marketing mix strategy
Other top marketing strategies
Segmentation, targeting, and positioning (STP)
Developing a customer lifecycle management plan
Business models and solutions summary
Key e-commerce metrics and analytics: Customer acquisition
Key e-commerce metrics and analytics: Customer behavior and conversion
Types of ecommerce channels
Applying ANSOFF to develop distribution strategy
Selecting the right ecommerce channel using SOSTAC
Product development and management
Pricing strategies
Promotion and communication
People, process, and physical evidence
Situational analysis
Customer lifecycle management
Business models and solutions
E-commerce channels
6Ps of marketing
Other strategies
Digital marketing channels
Overview of digital marketing channels
Digital marketing channel: Websites
Digital marketing channel: Social media
Digital marketing channel: Mobile apps
Outbound digital channels
Performance metrics for outbound digital marketing efforts
KPIs for outbound digital tools
Inbound digital tools
Performance metrics for inbound digital tools
Selecting a customer journey map tool
Cross functional collaboration
Aligning the customer journey to optimize experience
The story of how a marketing analyst saved the day!
Digital marketing channel: Email
Other marketing strategies for the B2B environment
Outbound digital tools: Display advertising
Outbound digital tools: paid search
Outbound digital tools: Email marketing
What we did: outbound tools
Outbound digital tools: Social media advertising
Outbound digital tools: Influencer marketing
Outbound digital tools: Content syndication
Outbound digital tools: direct mail marketing
Inbound digital tools: Content marketing
Inbound digital tools: search engine optimization
Inbound digital tools: social media marketing
What we did: inbound tools
Inbound digital tools: Email marketing
Inbound digital tools: growth marketing
Developing an action plan
Constructing a customer journey map
Translating customer journey map into key takeaways
Customer understanding and digital marketing channels summary
Consumer understanding and digital marketing channels
Activity: Communication objectives
Digital marketing channels
Outbound tools quiz
Inbound tools quiz
Action plans and customer journey maps
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