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Foundations of Digital Consumer Search and Marketing
Athanasia Lampraki,
Evangelia Katsikea,
and
Tana Licsandru
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:
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:
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/t11zbf/foundations
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
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
Week 2
This week builds on the foundations of digital consumer search and marketing. You will begin the second week with an introduction to digital marketing communications. This week discusses various digital marketing channels, as well as push and pull digital marketing approaches. Additionally, the concept of digital consumer lifecycle is discussed and digital interactions are considered at the level of Business to Consumer (B2C), Consumer to Consumer (C2C), Business to Business (B2B) and Consumer to Business (C2B). The week finishes with a discussion on the digital consumer value proposition.
Week 3
This week focuses on the forces of the external environment. You will consider the role of technology, as well as theories regarding adoption and diffusion of innovations, before analysing the role of competition and the influences of the economic environment. You will then look at Porter’s 5 Forces Model and the influences of the social and cultural environment. The week ends with a discussion of the influences of the legal and political environment, and how PESTLE analysis is applied in digital marketing strategy.
Week 4
This week, you will further your understanding of the digital consumer and consider both demand analysis and conversion. You will then look at situation analysis and digital consumer profiles, before studying the concept of digital consumer experience management. This week provides a more focused look at competitor benchmarking and digital consumer journey maps.
The final assessment of the first course is at the end of this week.
Good to know
Good to know
Know what's good ,
what to watch for , 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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Save Foundations of Digital Consumer Search and Marketing to your list so you can find it easily later:
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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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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.
Read 'Digital Marketing Essentials' by Roger Dooley
Show steps
Build a solid foundation in fundamental concepts of digital marketing through this introductory book.
Show steps
Show steps
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
Show steps
Gather valuable resources to enhance your understanding and stay up-to-date.
Browse courses on
Digital Marketing
Show steps
Show steps
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
Show steps
Strengthen your ability to measure and analyze marketing data.
Browse courses on
Digital Marketing
Show steps
Show steps
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
Show steps
Collaborate with peers to solidify understanding and gain diverse perspectives.
Browse courses on
Digital Marketing
Show steps
Show steps
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
Show steps
Reinforce your understanding by solving problems and applying concepts in simulations.
Show steps
Show steps
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
Show steps
Apply concepts learned to create a comprehensive plan that can improve your understanding.
Browse courses on
Digital Marketing
Show steps
Show steps
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
Show steps
Expand your knowledge with guided online tutorials from industry experts.
Browse courses on
Digital Marketing
Show steps
Show steps
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 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.
Product Marketing 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.
Demand Generation 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.
Growth Marketing 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.
Customer Success 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.
User Experience (UX) Designer
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.
Digital Product Manager
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.
E-commerce 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.
Digital Marketing Consultant
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.
Marketing Analyst
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.
Email Marketing Manager
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.
Social Media 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.
Content 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.
Search Engine 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.
Digital 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.
For more career information including salaries, visit:
OpenCourser.com/course/t11zbf/foundations
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.
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.
Provides a step-by-step guide to content marketing. It covers topics such as content strategy, content creation, and content distribution.
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.
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.
Provides a guide to the lean startup methodology. It valuable resource for students and professionals who want to learn how to build successful businesses.
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.
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.
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.
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.
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.
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.
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.
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.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/t11zbf/foundations
Share
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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
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中文
العربية
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हिंदी
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Bahasa Indonesia
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This course belongs to a
collection
called
Digital Consumer Search and Marketing. It's comprised of four courses:
- Reshaping Consumer Search
- Sensing Consumer Insights
- Foundations of Digital Consumer Search and Marketing (viewing)
- Reimagining Consumer Experience
Good to know
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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