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Foundations of Digital Consumer Search and Marketing

Athanasia Lampraki, Evangelia Katsikea, and Tana Licsandru

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.

Read more

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.

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What's inside

Syllabus

Week 1
This week focuses on the foundations of digital marketing and how it transformed the marketing landscape. You will begin with a reflection on your motivation for joining the courses and expectations for your studies. We will then focus on concepts relevant to digital consumer engagement, including: Consumer Journey Mapping (CJM) and competitor benchmarking.
Read more

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Introduces core marketing concepts and the digitization of the field
Provides foundational insights into the digital consumer's journey and touchpoints
Develops understanding of key marketing concepts like consumer engagement and lifecycle
Focuses on real-world applications through case study analysis
Facilitates discussions and peer-to-peer learning opportunities
Offers insights into competitor benchmarking and digital consumer journey mapping

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Reviews summary

Foundations of digital marketing

According to learners, this course provides a strong foundation and a comprehensive introduction to key digital marketing concepts, making it particularly beneficial for those new to the field. Students appreciate the structured learning and the opportunity to apply theoretical knowledge to real-world company examples. While generally well-received for its breadth, some feedback suggests that experienced professionals might find certain aspects too foundational and less focused on in-depth practical tools, making it ideal for beginners seeking a solid overview.
Weekly modules are well-organized and easy to follow.
"The weekly modules were easy to follow and the concepts were explained clearly, making the learning process smooth."
"The structured syllabus helped me stay on track and connect theoretical knowledge to practical application throughout the course."
"I found the course content well-organized into bite-sized modules, which made absorbing the information manageable."
Encourages real-world application through chosen company analysis.
"I particularly liked applying the concepts to a company I chose throughout the course, which made the learning more tangible."
"I really appreciated the focus on practical application; it helped me connect theory to real-world scenarios in digital marketing."
"I learned how to use practical tools and strategies that I could apply immediately to my work environment."
Provides a strong, clear introduction to digital marketing essentials.
"This course gave me a great introduction to digital marketing, covering all the essential topics from consumer journeys to PESTLE analysis."
"A solid foundation for anyone new to digital marketing. The weekly modules were easy to follow and the concepts were explained clearly."
"I gained a solid foundation from completing this course, truly understanding the digital marketing landscape."
Excellent for beginners, but may lack depth for experienced marketers.
"Good overview, but as someone with some prior marketing knowledge, I found some parts a bit basic, though excellent for complete beginners."
"It's not super in-depth on specific tools or advanced techniques, but that's what I expected from a 'foundations' course."
"While it covered many topics, I wished for more practical, hands-on examples or case studies beyond just discussing frameworks."

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 Foundations of Digital Consumer Search and Marketing with these activities:
Read 'Digital Marketing Essentials' by Roger Dooley
Build a solid foundation in fundamental concepts of digital marketing through this introductory book.
Show steps
  • Read the chapters and make notes of key terms.
  • Create a mind map summarizing the main digital marketing concepts.
  • Write a short essay on the importance of digital marketing.
Build a Digital Marketing Resource Collection
Gather valuable resources to enhance your understanding and stay up-to-date.
Browse courses on Digital Marketing
Show steps
  • Identify and bookmark relevant articles, websites, and online tools.
  • Create a shared document or online repository to organize your resources.
  • Share your collection with classmates and contribute to their resources.
Enhance Your Marketing Analytics Skills
Strengthen your ability to measure and analyze marketing data.
Browse courses on Digital Marketing
Show steps
  • Review basic statistical concepts and tools.
  • Explore digital analytics platforms and tools.
  • Practice analyzing marketing metrics and extracting insights.
  • Apply your skills to real-world marketing scenarios.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Engage in Weekly Study Group Discussions
Collaborate with peers to solidify understanding and gain diverse perspectives.
Browse courses on Digital Marketing
Show steps
  • Find a group of classmates with diverse skills and backgrounds.
  • Establish regular meeting times and stick to them.
  • Take turns facilitating discussions and presenting on assigned topics.
  • Share resources and support each other through the learning process.
Complete Practice Exercises and Case Studies
Reinforce your understanding by solving problems and applying concepts in simulations.
Show steps
  • Complete practice exercises provided in the course materials.
  • Enroll in online platforms that offer interactive case studies and simulations.
  • Seek out real-world case studies and analyze them critically.
Develop a Digital Marketing Campaign Plan
Apply concepts learned to create a comprehensive plan that can improve your understanding.
Browse courses on Digital Marketing
Show steps
  • Identify your target audience and define your marketing goals.
  • Develop a content strategy and create engaging content.
  • Choose appropriate digital marketing channels and set your budget.
  • Track your results and make necessary adjustments.
Explore Hubspot's Digital Marketing Certification Courses
Expand your knowledge with guided online tutorials from industry experts.
Browse courses on Digital Marketing
Show steps
  • Sign up for Hubspot's free digital marketing courses.
  • Complete the interactive modules and hands-on exercises.
  • Earn certification to demonstrate your proficiency in digital marketing.

Career center

Learners who complete Foundations of Digital Consumer Search and Marketing will develop knowledge and skills that may be useful to these careers:
Brand Manager
Brand Managers develop and execute strategies to build and manage a brand's reputation. This course's focus on digital consumer engagement and brand value proposition may be helpful in understanding how to develop and execute successful brand management strategies.
See salaries and explore the career path for Brand Manager
Product Marketing Manager
Product Marketing Managers develop and execute marketing strategies for a specific product or service. This course's focus on digital consumer engagement, journey mapping, lifecycle, and value proposition may be helpful in understanding how to develop and execute successful product marketing strategies.
See salaries and explore the career path for Product Marketing Manager
Demand Generation Manager
Demand Generation Managers generate leads and drive demand for a product or service. This course's focus on digital consumer search and marketing may be helpful in understanding how to generate leads and drive demand effectively.
See salaries and explore the career path for Demand Generation Manager
Growth Marketing Manager
Growth Marketing Managers develop and execute strategies to acquire and retain customers and drive growth. This course's focus on digital consumer engagement, journey mapping, lifecycle, and value proposition may be helpful in understanding how to develop and execute successful growth marketing strategies.
See salaries and explore the career path for Growth Marketing Manager
Customer Success Manager
Customer Success Managers ensure that customers are satisfied with a product or service and achieve their desired outcomes. This course's focus on digital consumer engagement and lifecycle may be helpful in understanding how to engage and retain customers successfully.
See salaries and explore the career path for Customer Success Manager
User Experience (UX) Designer
UX Designers research, design, and test user interfaces to create a positive user experience. This course's focus on digital consumer experience management may be helpful in understanding how to design user interfaces that meet the needs of digital consumers.
See salaries and explore the career path for User Experience (UX) Designer
Digital Product Manager
Digital Product Managers plan and execute the development and launch of digital products. This course may help build a foundation in understanding digital consumer behavior, engagement, and lifecycle in order to develop and launch successful digital products.
See salaries and explore the career path for Digital Product Manager
E-commerce Manager
E-commerce Managers plan and execute e-commerce strategies to sell products and services online. This course may help build a foundation to understand digital consumer behavior, engagement, and lifecycle in order to develop effective e-commerce strategies.
See salaries and explore the career path for E-commerce Manager
Digital Marketing Consultant
Digital Marketing Consultants provide advice and guidance to businesses on how to improve their digital marketing strategies. This course may be helpful to build a foundation in digital consumer search and marketing, as well as digital marketing communications to provide valuable advice to businesses.
See salaries and explore the career path for Digital Marketing Consultant
Marketing Analyst
Marketing Analysts collect, analyze, and interpret data to measure the effectiveness of marketing campaigns. This course may help build a foundation for understanding digital consumer behavior, engagement, and lifecycle in order to analyze and interpret data effectively.
See salaries and explore the career path for Marketing Analyst
Email Marketing Manager
Email Marketing Managers plan and execute email marketing campaigns to nurture leads and drive conversions. This course's focus on digital consumer engagement and lifecycle may be helpful in understanding how to create and execute successful email marketing campaigns.
See salaries and explore the career path for Email Marketing Manager
Social Media Marketing Manager
Social Media Marketing Managers plan and execute social media marketing campaigns to build brand awareness and engagement. This course may be helpful to learn about digital consumer engagement and digital marketing communications in order to build successful social media marketing campaigns.
See salaries and explore the career path for Social Media Marketing Manager
Content Marketing Manager
A Content Marketing Manager plans and executes content marketing campaigns to attract and engage customers. The course's focus on content marketing fundamentals may be helpful in understanding how to create and execute successful content marketing campaigns.
See salaries and explore the career path for Content Marketing Manager
Search Engine Marketing Manager
Search Engine Marketing Managers plan and execute search engine marketing campaigns to increase visibility and traffic to a website. This course helps build a foundation for understanding digital consumer search and marketing, which may be useful to this career.
See salaries and explore the career path for Search Engine Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager plans, executes, and measures marketing campaigns across digital channels. With an understanding of digital consumer engagement, journey mapping, lifecycle, and value proposition developed in this course, you may be able to build a foundation to help plan and execute successful digital marketing campaigns.
See salaries and explore the career path for Digital Marketing Manager

Reading list

We've selected 13 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 Foundations of Digital Consumer Search and Marketing.
Cover image
Chaffey: Digital Marketing 8e
Save
Provides a comprehensive overview of digital marketing strategy, implementation, and practice. It valuable resource for students and professionals who want to gain a deep understanding of the field.
Chaffey: Digital Marketing 8e
Paperback
Check
Chaffey: Digital Marketing 8e
Kindle Edition
Check
Cover image
Epic Content Marketing, Second Edition: Break...
Save
Provides a step-by-step guide to content marketing. It covers topics such as content strategy, content creation, and content distribution.
Epic Content Marketing, Second Edition: Break...
Hardcover
$$
Epic Content Marketing, Second Edition: Break...
Kindle Edition
$$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Provides insights into the challenges that large companies face when trying to innovate. It valuable resource for students and professionals who want to understand the process of innovation.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Cover image
Crossing the Chasm, 3rd Edition
Save
Provides guidance for marketing and selling technology products to mainstream customers. It valuable resource for students and professionals who want to understand the challenges of marketing and selling technology products.
Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a guide to the lean startup methodology. It valuable resource for students and professionals who want to learn how to build successful businesses.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Traction
Save
Provides a guide to getting customers for your startup. It valuable resource for students and professionals who want to learn how to build a successful business.
Traction
Paperback
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
The Hard Thing About Hard Things
Save
Provides insights into the challenges of building a business. It valuable resource for students and professionals who want to learn how to overcome the challenges of building a successful business.
The Hard Thing About Hard Things: Building a...
Hardcover
$$
The Hard Thing About Hard Things [Hardcover] By Ben...
Paperback
$$
(Español) Emprender y liderar una startup: El duro camino has...
Kindle Edition
$
The Hard Thing About Hard Things [Hardcover],...
Paperback
$$
The hard thing about hard things: ondernemen zonder...
Paperback
$$$
Summary of 'The Hard Thing About Hard Things by Ben...
Audible Audiobook
$
Cover image
The Crux
Save
Provides a guide to good strategy. It valuable resource for students and professionals who want to learn how to develop and implement successful strategies.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
The 4-Hour Work Week
Save
Provides a guide to escaping the 9-5 grind and living a life of freedom and flexibility. It valuable resource for students and professionals who want to learn how to live a more fulfilling life.
The 4-Hour Work Week
Paperback
Check
The 4-Hour Work Week
Kindle Edition
Check
Cover image
The Personal MBA 10th Anniversary Edition
Save
Provides a guide to the essential business skills that you need to know. It valuable resource for students and professionals who want to learn how to succeed in business.
The Personal MBA 10th Anniversary Edition
Paperback
$$
The Personal MBA 10th Anniversary Edition
Kindle Edition
$
Zero to One: Notes on Startups, Or How to Build the...
Save
Provides insights into the challenges of building a successful startup. It valuable resource for students and professionals who want to learn how to build a successful business.
Zero to One: Notes on Startups, or How to Build the...
Hardcover
$$
Zero to One: Notes on Startups, or How to Build the...
Kindle Edition
$$
Cover image
The $100 Startup
Save
Provides a guide to starting a business on a shoestring budget. It valuable resource for students and professionals who want to learn how to start a business with limited resources.
The $100 Startup
Paperback
Check
The $100 Startup
Kindle Edition
Check
Cover image
ReWork
Save
Provides insights into the challenges of building a successful business. It valuable resource for students and professionals who want to learn how to build a successful business.
ReWork
Paperback
Check
ReWork
Kindle Edition
Check

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Course image
Effort
4 weeks of study, 4-6 hours a week
Level
Introductory
Via
Coursera
Institution
Queen Mary University of London
Instructors
Athanasia Lampraki
Evangelia Katsikea
Tana Licsandru
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt
This course belongs to a collection called Digital Consumer Search and Marketing. It's comprised of four courses:
  1. Reshaping Consumer Search
  2. Sensing Consumer Insights
  3. Foundations of Digital Consumer Search and Marketing (viewing)
  4. Reimagining Consumer Experience
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Introduces core marketing concepts and the digitization of the field
Provides foundational insights into the digital consumer's journey and touchpoints
Develops understanding of key marketing concepts like consumer engagement and lifecycle
Focuses on real-world applications through case study analysis
Facilitates discussions and peer-to-peer learning opportunities
Offers insights into competitor benchmarking and digital consumer journey mapping
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