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Digital Consumer Search and Marketing

Athanasia Lampraki, Evangelia Katsikea, and Tana Licsandru

Digital Consumer Search and Marketing builds on the foundations of digital consumer behaviour and digital marketing. You will learn how to optimise marketing efforts across digital channels.

By the end of the specialization, you will have a good understanding of the design and implementation of digital marketing strategies, as well as the importance and use of digital media and tools including:

Search Engine Optimization (SEO) Content Marketing Social Media Marketing Mobile Marketing Pay Per Click (PPC) Web Analytics

Email Marketing.

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What's inside

Four courses

Foundations of Digital Consumer Search and Marketing

(0 hours)

This course will develop your understanding of the fundamentals of digital marketing and how it has 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.

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Reshaping Consumer Search

(0 hours)

In this course, you will focus on reshaping digital consumer search. You will gain an understanding of digital marketing strategy planning and development. By the end, you will have developed your understanding of key topics such as the importance of a digital marketing strategy, the effects of digital disruptors, SWOT analysis in digital marketing, segmentation, targeting and positioning as well as the role of the marketing mix in digital marketing strategy.

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Reimagining Consumer Experience

(0 hours)

In this course, you will focus on the implementation and practice of a connected digital marketing strategy. By the end of this course, you will have developed your understanding of key topics such as marketing automation, the sales funnel, search engine marketing, and management.

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Sensing Consumer Insights

(0 hours)

In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics. By the end, 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).

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Learning objectives

Search engine optimization (seo)
Content marketing, social media marketing

Mobile marketing, pay per click (ppc)

Search engine optimization (seo)
Content marketing, social media marketing
Mobile marketing, pay per click (ppc)

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Time

64 hours

Level

Introductory

Via

Coursera

Institution

Queen Mary University of London

Instructors

Athanasia Lampraki

Evangelia Katsikea

Tana Licsandru

Level

Introductory

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