Behavioral Marketing from Coursera

This two-module Social Media Marketing course prepares you for entry-level digital marketing and e-commerce roles. You'll learn to attract and engage customers through various digital channels and drive transactions.

By the end of this course, you will be able to:

- Understand Behavioral Marketing: Learn about different types, personalization techniques, and their significance in digital strategies. Understand behavioral analytics, customer lifecycle, buying stages, and the marketing funnel.

- Develop Digital Marketing Strategies: Build comprehensive strategies for growth, including creating buyer personas, setting goals, and evaluating digital channels and assets.

- Apply the RACE Framework: Use this framework to enhance customer engagement, drive conversions, and boost ROI.

- Master Customer Lifecycle Management (CLM): Improve customer retention and maximize lifetime value through effective lifecycle management.

- Adapt Post-Pandemic Strategies: Understand and implement marketing strategies that address the unique challenges and opportunities of the post-pandemic era.

- Integrate Digital Marketing Elements: Combine various marketing components into a cohesive and effective digital marketing strategy.

Guided by industry experts, you'll engage in hands-on activities and real-world examples that simulate common digital marketing tasks, building practical skills. Completing these modules equips you to apply for entry-level jobs in digital marketing and e-commerce.

What's inside

Syllabus

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Prepares learners for entry-level digital marketing and e-commerce roles, making it a practical starting point for those new to the field

Uses the RACE framework, which is a popular tool for enhancing customer engagement and driving conversions in digital marketing

Explores customer lifecycle management, which is essential for improving customer retention and maximizing lifetime value

Includes hands-on activities and real-world examples, simulating common digital marketing tasks to build practical skills

Examines post-pandemic strategies, which are useful for addressing the unique challenges and opportunities of the current era

Reviews summary

Foundational behavioral marketing for entry-level

According to learners, this course offers a solid introduction to behavioral marketing, focusing on practical application for entry-level digital marketing and e-commerce roles. Students found the explanations of core concepts and frameworks like customer lifecycle and RACE to be clear and helpful. The course includes hands-on activities and real-world examples, which many feel are relevant and actionable. While generally well-received, some learners noted that the content can feel basic and may lack depth for those with prior knowledge, suggesting it's best suited for absolute beginners.

Frameworks like RACE are explained well.

"The framework applications were explained well."

"The RACE framework explanation was clear."

"using frameworks like RACE were explained clearly."

Activities reinforce practical application of concepts.

"I appreciated the focus on real-world examples and hands-on exercises."

"The hands-on activities were helpful for applying the concepts."

"The blend of theory and practical application is just right."

Explains essential behavioral marketing principles clearly.

"Great introduction to behavioral marketing."

"The concepts like customer lifecycle and using frameworks like RACE were explained clearly."

"Helped for understanding the fundamentals of behavioral marketing and digital strategy."

"It gives a good overview of behavioral marketing and digital strategy."

Provides skills applicable to entry-level roles.

"Very practical and actionable content."

"Excellent practical course. It really delivers on preparing you for entry-level roles."

"I learned how to use practical tools and strategies that I could apply immediately."

"It feels relevant for someone just starting in digital marketing."

Content may lack depth for some learners.

"The course covers the stated topics, but it feels a bit basic."

"Okay for absolute beginners, but might disappoint if you have some prior knowledge."

"Content is fine, but maybe a bit generic."

"I was hoping for more advanced techniques or case studies."

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 Behavioral Marketing with these activities:

Review Marketing Fundamentals

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Reinforce your understanding of core marketing concepts to provide a solid foundation for behavioral marketing strategies.

Browse courses on Marketing Fundamentals

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Review the 4Ps of marketing: product, price, place, and promotion.
Study market segmentation and targeting strategies.
Familiarize yourself with basic marketing terminology.

Read 'Influence: The Psychology of Persuasion' by Robert Cialdini

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Understand the core principles of persuasion to better apply behavioral marketing techniques.

View Influence, New and Expanded: The Psychology of... on Amazon

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Read each chapter and take notes on the key principles.
Reflect on how these principles can be applied to digital marketing.

Analyze a Behavioral Marketing Campaign

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Apply your knowledge by dissecting a real-world behavioral marketing campaign and identifying the psychological principles at play.

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Choose a successful behavioral marketing campaign.
Identify the behavioral principles used in the campaign.
Analyze the target audience and their motivations.
Evaluate the effectiveness of the campaign.

Four other activities

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Create a Buyer Persona

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Develop a detailed buyer persona to better understand your target audience's behaviors and motivations.

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Research your target audience's demographics and psychographics.
Identify their needs, goals, and pain points.
Create a fictional representation of your ideal customer.

Read 'Predictably Irrational' by Dan Ariely

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Gain a deeper understanding of the irrational factors that influence consumer behavior.

View Misbelief: What Makes Rational People Believe... on Amazon

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Read each chapter and take notes on the key concepts.
Consider how these concepts apply to marketing scenarios.

Design a Behavioral Marketing Strategy

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Synthesize your knowledge by creating a comprehensive behavioral marketing strategy for a specific product or service.

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Define your target audience and their behavioral characteristics.
Select appropriate behavioral marketing techniques.
Develop a detailed implementation plan.
Outline metrics for measuring success.

Explore Advanced Personalization Techniques

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Refine your skills by learning advanced personalization techniques to create more targeted and effective marketing campaigns.

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Research advanced personalization methods like dynamic content and predictive analytics.
Follow online tutorials and case studies.
Experiment with different personalization strategies.

Career center

Learners who complete Behavioral Marketing will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

A digital marketing specialist is tasked with creating and implementing strategies to promote products and services online. This course helps demonstrate understanding of the essential components of digital marketing, from attracting customers through various channels to driving transactions, by teaching various personalization techniques, the customer lifecycle, and the marketing funnel. Because this course examines techniques to understand and engage customers, it prepares learners to build effective digital strategies as a digital marketing specialist. This course's focus on the RACE framework and its integration of marketing elements is especially relevant for success in this role.

See salaries and explore the career path for Digital Marketing Specialist

E-commerce Specialist

An e-commerce specialist is responsible for managing a company's online sales platform. This course assists aspiring e-commerce specialists by teaching them how to attract and engage customers online and drive transactions. This course is especially appropriate since it covers strategies to manage the customer lifecycle and understand buying stages, which are key for creating a successful e-commerce presence. The knowledge of digital marketing strategies developed in this course, including creating buyer personas and evaluating digital channels, helps build a foundation for this role.

See salaries and explore the career path for E-commerce Specialist

Social Media Manager

Social media managers are responsible for planning and executing a company's social media strategy. Concepts covered in the course help social media managers understand customer behavior and engagement techniques, which are essential to creating engaging content. This course's material on digital marketing strategy, which includes creating buyer personas, and its focus on adapting post pandemic strategies is helpful for those in this role. Social media managers can benefit from the course's emphasis on the RACE framework to improve customer engagement and drive conversions.

See salaries and explore the career path for Social Media Manager

Marketing Analyst

A marketing analyst studies market conditions, consumer behavior, and competitor activity to guide marketing strategies. This course is a valuable for a marketing analyst because it teaches behavioral analytics and the significance of personalized marketing, which are crucial for drawing conclusions about marketing strategies. This course also helps develop skills in customer lifecycle management, which are essential for this role. Learning to use the RACE framework and integrating various digital marketing components helps a marketing analyst develop more effective analysis.

See salaries and explore the career path for Marketing Analyst

Marketing Coordinator

Marketing coordinators support marketing teams by developing and executing marketing campaigns, coordinating various marketing elements to ensure campaigns run smoothly. This course is useful for marketing coordinators because it emphasizes a comprehensive approach to developing digital marketing strategies. The course's content on the RACE framework, customer lifecycle management, and integrating digital marketing components also helps marketing coordinators improve campaign effectiveness. This kind of knowledge helps develop the skills required to coordinate effective marketing campaigns.

See salaries and explore the career path for Marketing Coordinator

Customer Relationship Manager

Customer relationship managers are focused on enhancing customer satisfaction and loyalty by leveraging effective strategies. This course helps a customer relations manager through its content on customer lifecycle management which helps improves customer retention and maximize lifetime value. The understanding of behavioral analytics and the marketing funnel covered in this course helps create effective engagement strategies. This course may be useful to those seeking success in customer relationship management, as it offers a comprehensive view of digital strategy.

See salaries and explore the career path for Customer Relationship Manager

Content Marketing Specialist

A content marketing specialist focuses on creating valuable content that increases brand awareness and attracts customers. This course helps a content marketing specialist understand customer behavior through its focus on behavioral marketing and creating buyer personas. This course may be useful in developing a deep understanding of customer engagement in the digital space. A content marketing specialist will apply knowledge gained from the RACE framework and its emphasis on effective strategy to create more successful content.

See salaries and explore the career path for Content Marketing Specialist

Brand Manager

Brand managers are responsible for overseeing a brand's image and its marketing activities. This course helps a brand manager by providing foundational knowledge of digital marketing strategies, customer behavior, and digital engagement techniques. The course's material on the customer lifecycle, which is essential for managing brand reputation and enhancing customer loyalty, is helpful for aspiring brand managers. This course may be useful to those who wish to develop a holistic understanding of digital marketing's impact on brand management.

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Public Relations Specialist

A public relations specialist manages a company’s communications with the public to maintain a positive image. This course is useful for those wanting to transition into the role of public relations specialist because it helps them understand how to use digital channels to engage and attract target audiences. This course may be especially helpful for public relations specialists because it details strategies for customer engagement, which are also relevant to crafting public messaging. Understanding key concepts of the customer lifecycle will help a public relations specialist manage engagement.

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Market Research Analyst

A market research analyst examines market trends and consumer behavior to advise marketing and product development strategies. This course helps a market research analyst understand fundamental aspects of behavioral marketing and analytics. The course covers customer lifecycle and buying stages, which helps with market research. Understanding digital marketing strategies and the RACE framework provides insight into effective strategies, making this course useful for a market research analyst. The course can help contribute to a fuller understanding of the digital marketing landscape.

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Sales Representative

A sales representative interacts with customers, and persuades them to make a purchase. This course may be useful by introducing the concepts of customer lifecycle and buying stages. Awareness of the marketing funnel and various digital channels may also be helpful to a sales representative as they interact with customers. Understanding customer engagement techniques can help inform a sales representative's communication practices. The marketing skill taught in this course may prove beneficial for sales representatives.

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Business Development Representative

A business development representative identifies and pursues new business opportunities, helping to grow the company. This course may be helpful for a business development representative by offering a foundational knowledge of digital strategy. The course's teaching of the marketing funnel, understanding buyer personas, and evaluation of digital channels may provide useful information for understanding market opportunities. The focus on customer lifecycle may provide insights into customer retention strategies, which are also important in business development.

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Project Coordinator

A project coordinator is responsible for supporting project managers, coordinating project activities and resources, and managing schedules. While more focused on external customers, this course may be useful for project coordinators through its focus on strategy and planning. The course emphasizes integration of different components, which can be applied to effectively planning project workflows. This course may provide foundational understanding of strategy, which can assist project coordinators in their work.

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Human Resources Assistant

A human resources assistant provides support to human resources management and staff, and is responsible for administrative and clerical tasks. This course may be helpful to a human resources assistant by teaching skills in organization and planning. The course focuses on implementing strategies, which can be useful to managing daily tasks within a human resources department. This course may provide applicable insights into planning for engagement, which can apply to employees as well as customers.

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Administrative Assistant

An administrative assistant is tasked with handling a variety of administrative and clerical tasks, such as scheduling meetings, managing files, and supporting office operations. This course may be helpful to an administrative assistant by teaching skills in planning and organization. The focus on integrating marketing components may translate to managing multiple tasks efficiently. The emphasis on strategy may be useful for understanding complex responsibilities. This course may provide valuable insights in organization.

See salaries and explore the career path for Administrative Assistant

Reading list

We've selected two books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Behavioral Marketing.

Influence, New and Expanded

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Explores the psychology behind why people say 'yes' and how to apply these understandings. It covers six universal principles of influence, making it highly relevant to behavioral marketing. Understanding these principles can significantly enhance your ability to craft persuasive marketing campaigns. This book is widely regarded as a seminal work in the field of persuasion and marketing.

Influence, New and Expanded: The Psychology of...

Hardcover

(中文) Influence, New and Expanded: The Psychology of...

Paperback

Misbelief

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Explores the hidden forces that shape our decisions, highlighting how irrationality influences our choices. It provides valuable insights into consumer behavior, which is crucial for effective behavioral marketing. Understanding these irrationalities can help you design more compelling and effective marketing strategies. This book popular and accessible introduction to behavioral economics.

Misbelief: What Makes Rational People Believe...

Hardcover

Behavioral Marketing

What's inside

Syllabus

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Reviews summary

Foundational behavioral marketing for entry-level

Activities

Career center

Reading list

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