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QMUL - Sensing Consumer Insights 

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Sensing Consumer Insights
 at 
Coursera 
Overview

Duration

14 hours

Start from

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Total fee

Free

Mode of learning

Online

Official Website

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Credential

Certificate

Sensing Consumer Insights
 at 
Coursera 
Highlights

  • Flexible deadlines in accordance to your schedule.
  • Earn a Certificate upon completion
Details Icon

Sensing Consumer Insights
 at 
Coursera 
Course details

More about this course
  • 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.
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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

Sensing Consumer Insights
 at 
Coursera 
Admission Process

    Important Dates

    May 25, 2024
    Course Commencement Date

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    Sensing Consumer Insights
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