Queen Mary University of London
Foundations of Digital Consumer Search and Marketing
Queen Mary University of London

Foundations of Digital Consumer Search and Marketing

This course is part of Digital Consumer Search and Marketing Specialization

Taught in English

Some content may not be translated

Athanasia Lampraki
Evangelia Katsikea
Tana Licsandru

Instructors: Athanasia Lampraki

2,403 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

3.6

(12 reviews)

Beginner level

Recommended experience

17 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • How digital transformation changed the marketing landscape and consumer experience

  • The role of digital marketing communications

  • The role of demand analysis and conversion in digital marketing

  • The dimensions of the external environment and their impact on digital marketing strategy

Details to know

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Assessments

15 quizzes

Course

Gain insight into a topic and learn the fundamentals

3.6

(12 reviews)

Beginner level

Recommended experience

17 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Digital Consumer Search and Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

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.

What's included

5 videos23 readings3 quizzes9 discussion prompts

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.

What's included

4 videos6 readings3 quizzes7 discussion prompts

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.

What's included

4 videos5 readings3 quizzes8 discussion prompts

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.

What's included

3 videos5 readings6 quizzes1 peer review6 discussion prompts

Instructors

Athanasia Lampraki
Queen Mary University of London
8 Courses22,193 learners

Offered by

Recommended if you're interested in Marketing

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