Foundations of Digital Consumer Search and Marketing
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.
How digital transformation changed the marketing landscape and consumer experience
The role of digital marketing communications
The role of demand analysis and conversion in digital marketing
The dimensions of the external environment and their impact on digital marketing strategy
Syllabus
Syllabus - What you will learn from this course
Week 1
Week 1
Week 2
Week 2
Week 3
Week 3
Week 4
Week 4
FAQ
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
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