Customer Understanding and Digital Marketing Channels from Coursera

The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies. In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages.

After completing this course, you will be able to:

- Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions.

- Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions.

- Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes.

- Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation.

- Identify the relationship between customer experience and content marketing and brand storytelling.

- Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix.

- Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.

What's inside

Syllabus

Introduction to Digital Marketing

In this module, you will explore the current digital marketing landscape and the role of a digital market analyst. You'll focus on learning fundamental marketing concepts while exploring marketing transformation in the digital age.

Customer segmentation, targeting and positioning

In this module, we will explore essential topics such as understanding customer experience insights, customer segmentation, content marketing, brand storytelling, and aligning these efforts to drive marketing strategies.

Business models and solutions

In this module, you will focus on ecommerce channels. You'll examine the 6Ps of marketing and explore other popular marketing strategies such as situationaly analysis, STP, and customer lifecycle management.

Digital marketing channels

In this module, you will focus on digital marketing channels and the outbound and inbound tools and performance metrics that support them. You'll also explore creating an action plan and customer journey map.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches foundational concepts such as customer personas, segmentation, funnels, and value propositions, which are crucial for effective marketing campaigns

Examines the significance of the Digital Marketing Analyst role in making data-driven decisions and optimizing marketing strategies

Introduces the SOSTAC marketing planning framework and marketing transformation lanes, providing a structured approach to marketing strategy development

Highlights the importance of customer experience insights, segmentation, and content marketing in driving effective marketing strategies

Provides a comprehensive overview of the 6Ps of marketing and their application in developing a successful marketing mix

Covers various digital marketing channels, including inbound and outbound tools, and provides performance metrics to measure campaign effectiveness

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer Understanding and Digital Marketing Channels with these activities:

Explore the Course Syllabus

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Familiarize yourself with the course structure, instructors, and topics to create an optimal learning experience.

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Review the course overview and description.
Check the list of instructors and their expertise.
Examine the course modules and their respective topics.

Attend a Digital Marketing Workshop

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Gain practical knowledge and insights by attending a digital marketing workshop that covers topics such as content marketing, paid advertising, or marketing automation.

Browse courses on Digital Marketing

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Research and find a digital marketing workshop that aligns with your interests.
Attend the workshop and actively participate in discussions and activities.
Follow up with the workshop organizers or speakers to continue your learning.

Learn about Customer Experience Insights

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Enhance your understanding of customer behavior, preferences, and touchpoints to effectively segment and target your audience.

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Watch online videos or read articles on customer experience insights.
Participate in online forums or communities dedicated to customer experience.
Attend a workshop or webinar on customer experience management.

Five other activities

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Segment Customers Using Digital Marketing Tools

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Practice using digital marketing tools to segment your customer base based on demographics, behavior, and interests.

Browse courses on Customer Segmentation

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Use Google Analytics to collect and analyze customer data.
Create customer segments using segmentation tools in marketing platforms (e.g., HubSpot, Salesforce).
Conduct A/B testing to optimize your segmentation strategies.

Create a Customer Journey Map

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Enhance your understanding of customer touchpoints and interactions to create a customer journey map that improves the overall customer experience.

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Identify the key stages of the customer journey and touchpoints.
Map out the customer's emotions, needs, and pain points at each stage.
Identify opportunities to improve the customer experience.

Develop a Content Marketing Plan

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Create a content marketing plan that aligns with your brand's story, target audience, and marketing objectives.

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Define your target audience and their content preferences.
Identify your key marketing messages and value proposition.
Develop a content calendar and schedule.
Create high-quality content that is relevant and engaging.
Promote your content through various channels and platforms.

Analyze a Digital Marketing Campaign

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Apply your knowledge of digital marketing channels and performance metrics to evaluate the effectiveness of a real-world marketing campaign.

Browse courses on Digital Marketing

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Select a digital marketing campaign to analyze.
Collect data on campaign performance using analytics tools (e.g., Google Analytics, social media analytics).
Identify areas of success and opportunities for improvement.
Develop recommendations for optimizing the campaign.

Contribute to a Digital Marketing Open Source Project

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Gain hands-on experience by contributing to an open source project related to digital marketing, such as a marketing analytics or social media management tool.

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Identify an open source digital marketing project that aligns with your interests and skills.
Contribute code, documentation, or other resources to the project.
Engage with the project community and provide feedback.

Career center

Learners who complete Customer Understanding and Digital Marketing Channels will develop knowledge and skills that may be useful to these careers:

Brand Manager

Brand Managers are responsible for developing and managing a brand's identity and marketing strategy. This course can provide a strong foundation in marketing strategy, customer segmentation, and content marketing, all of which are essential for success in this role.

See salaries and explore the career path for Brand Manager

Market Research Analyst

Market Research Analysts are responsible for conducting market research to identify and understand customer needs and trends. This course provides a strong foundation in customer segmentation, market research, and data analysis, which are all essential for success in this role.

See salaries and explore the career path for Market Research Analyst

Content Marketing Manager

Content Marketing Managers are responsible for creating and distributing content that attracts and engages customers. This course can provide a solid foundation in content marketing, as well as insights into customer segmentation and digital marketing channels.

See salaries and explore the career path for Content Marketing Manager

eCommerce Manager

Ecommerce Managers are responsible for overseeing all aspects of an online store, including marketing, sales, and customer service. This course can provide a strong foundation in ecommerce marketing, as well as insights into customer segmentation and digital marketing channels.

See salaries and explore the career path for eCommerce Manager

Digital Advertising Specialist

Digital Advertising Specialists are responsible for planning and executing digital advertising campaigns. This course provides a strong foundation in digital marketing channels and performance metrics, which are essential for success in this role.

See salaries and explore the career path for Digital Advertising Specialist

Marketing Analyst

Marketing Analysts plan and execute marketing campaigns, measure their success, and provide insights to improve future campaigns. This course is a great way to develop the skills needed to succeed in this role. It covers topics such as defining customer personas, tracking campaign performance, and using data to make marketing decisions.

See salaries and explore the career path for Marketing Analyst

Product Manager

Product Managers are responsible for overseeing the development and marketing of a product. This course provides a strong foundation in marketing strategy, customer segmentation, and content marketing, all of which are essential for success in this role.

See salaries and explore the career path for Product Manager

Social Media Manager

Social Media Managers are responsible for creating and managing social media content, engaging with customers, and tracking the performance of social media campaigns. This course can provide the knowledge needed to understand digital marketing channels and how to use them effectively, as well as the customer segmentation and content marketing skills needed to create engaging content.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for overseeing digital marketing campaigns, managing digital advertising, analyzing data, and optimizing campaign performance. This course explores building a foundation in digital marketing strategy, customer segmentation, and content marketing. While the course may not cover every aspect of digital marketing management, it provides a great foundational knowledge for those looking to enter or advance within this field.

See salaries and explore the career path for Digital Marketing Manager

Media Planner

Media Planners are responsible for planning and buying media space for advertising campaigns. This course may be helpful for developing the skills needed to understand digital marketing channels and performance metrics.

See salaries and explore the career path for Media Planner

Public Relations Specialist

Public Relations Specialists are responsible for managing a company's public image. This course may be helpful for developing the skills needed to understand customer experience insights and use them to build and maintain a positive public image.

See salaries and explore the career path for Public Relations Specialist

Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities. This course may be helpful for developing the skills needed to understand customer experience insights and use them to identify and develop new business opportunities.

See salaries and explore the career path for Business Development Manager

Sales Manager

Sales Managers are responsible for overseeing sales teams and driving sales growth. This course may be helpful for developing the skills needed to understand customer experience insights and use them to improve sales strategies.

See salaries and explore the career path for Sales Manager

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. This course may be helpful for developing the skills needed to understand customer experience insights and use them to develop effective marketing strategies for clients.

See salaries and explore the career path for Marketing Consultant

Customer Relationship Manager (CRM)

Customer Relationship Managers are responsible for building and maintaining relationships with customers. This course may be helpful for developing the skills needed to understand customer experience insights and use them to improve customer relationships.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Customer Understanding and Digital Marketing Channels

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