QMUL - Foundations of Digital Consumer Search and Marketing
- Offered byCoursera
Foundations of Digital Consumer Search and Marketing at Coursera Overview
Duration | 17 hours |
Start from | Start Now |
Total fee | ₹8,106 |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Go to Website  |
Credential | Certificate |
Foundations of Digital Consumer Search and Marketing at Coursera Highlights
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
Foundations of Digital Consumer Search and Marketing at Coursera Course details
- 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.
Foundations of Digital Consumer Search and Marketing at Coursera Curriculum
Week 1
Course Overview
Introduction
How Digital Marketing Transformed the Marketing Landscape
Excite Consumers in the Digital Era
Online Marketplace and Customer Journey Mapping
Welcome to Coursera
Welcome to Queen Mary University of London
Overview
Weekly Content
Discussion Forums
Grades
Notes
Top Tips
Workload
Mastery Learning
Unfacilitated
Academic Integrity
Assessment
Peer Review
Quizzes
Course Projects
Getting Started
Truths about Marketing after Crisis
Content Marketing: Enhancing your Consumers' Behaviour
Consumer Engagement: A Challenge or an Opportunity?
Digital Consumer Love
Consumer Journey Mapping: An Introduction
Benchmarking the Online Performance of Competitors
Setting Your Goals
Digital Marketing Basics
Influences of the External Environment
Week 2
Types of Digital Channels
Digital Consumer Lifecycle
B2C, C2C, B2B, and C2B Digital Interactions
Creating Value for the Digital Consumer
Communication Models for Traditional and Digital Media
From Pull to Push or the Opposite?
Transformation of Consumer Lifecycle
Digital First: The Role of Online Intermediaries
Types of Digital Business Models
Value Proposition in the Digital Era
Consumer Lifecycle
Digital Consumer Lifecycle and Marketing
Digital Consumer Value Proposition
Week 3
Macro Environment: The Role of Technology
Porter's Five Forces Model
Hofstede's Cultural Dimensions
PESTLE Analysis
Adoption and Diffusion of Innovations
Gartner's Hype Cycle
Dimensions of Economic Environment
Social or Cultural Environment
Political and Legal Forces
Competitive Forces
Influences of Social and Cultural Environment
PESTLE Analysis
Week 4
Demand Analysis and Conversion
Digital Consumer Profile
Competitor Benchmarking in the Digital Marketplace
Situation Analysis
Digital Consumer Experience Management
Digital Competitor Benchmarking
Drafting a Digital Consumer Journey Map
Course Review
Elements of Situation Analysis
Digital Consumer Profile and Experience Management
Benchmarking: Process and Stages
Competition in the Digital Marketplace
Digital Consumer Journey Map
Course Reflection
Foundations of Digital Consumer Search and Marketing at Coursera Admission Process
Important Dates
Other courses offered by Coursera
Student Forum
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