QMUL - Sensing Consumer Insights
- Offered byCoursera
Sensing Consumer Insights at Coursera Overview
Duration | 14 hours |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Sensing Consumer Insights at Coursera Highlights
- Flexible deadlines in accordance to your schedule.
- Earn a Certificate upon completion
Sensing Consumer Insights at Coursera Course details
- 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.
Sensing Consumer Insights at Coursera Curriculum
Week 1
Introduction to Digital Analytics
Owned Social Media Metrics: Snapchat & YouTube
Web Analytics
Digital Analysis: Audience
Apply a Measurement Framework
Owned Social Media Metrics
Owned and Earned Social Media Metrics: Linkedin & Earned Social Media
Search Analytics: Organic and Paid Search
Digital and Traditional Analytics
Audience Analysis
Metrics on Twitter
Owned and Earned Social Media Metrics
Web, Search and Traditional Analytics
Digital Analysis
Week 2
Digital Analytics to Inform Marketing Programmes
Search & Owned Analysis
Digital Consumer Expectations
Using Data Analytics in Crisis Management
Social Media Landscape Analysis: Landscape Audit
Components of Landscape Audit
Media Analysis
Social Consumer Service Interactions
Customising Digital Consumer Experience
Crisis Day: The Role of Digital Analytics
Landscape Audit
Search & Owned and Media Analysis
Digital Consumer Experience
Crisis Preparation & Management
Week 3
Capturing Consumer Insights: New Product Launch
Product Lifecycle: Maturity Stage and Digital Analytics
Crafting the Research Plan
Building Reports
Product Lifecycle: Introductory Stage and Digital Analytics
Product Lifecycle: Growth Stage and Digital Analytics
Product Lifecycle: Decline Stage and Digital Analytics
Identifying the Channels to Gather Consumer Information
The Empirical Approach
Research Reports
Product Lifecycle
Stages of the Product Lifecycle
Research Plan
Types of Codes
Week 4
Digital Ecosystem
Return on Investment (ROI): Return on Engagement (ROE) and Brand Manager Influence
Return on Investment (ROI): Return on Engagement and Engaged Users
The Future of Digital Data
Digital Marketing Ecosystem I
Digital Marketing Ecosystem II
Return on Investment (ROI): Return on Influence and Return on Experience
Tracking Return on Investment (ROI): Top Down Revenue Assessment Approaches
Where is Digital Analytics Going From Here?
Course Review
Digital Ecosystem
Influence
Return on Investment
Digital Analytics
Course Reflection
Other courses offered by Coursera
Student Forum
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