This course is part of the Digital Consumer Search and Marketing Specialization

Athanasia Lampraki +2 more instructors

Offered By

Digital Consumer Search and Marketing SpecializationQueen Mary University of London

About this Course

In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development. 
By the end of this course, you will have developed your understanding of key topics such as; the
importance of a digital marketing strategy, the effects of digital disruptors, SWOT analysis in digital marketing, segmentation, targeting and positioning as well as the role of the marketing mix in digital marketing strategy.

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. 

You will have the opportunity to apply your knowledge by creating your own digital marketing strategy plan in the end-of-course assignment. 
 
Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 2 of 4 in the

Digital Consumer Search and Marketing Specialization

Beginner Level

Marketing professionals looking to enhance their knowledge of digital marketing tools and strategies and influence digital consumer search.

Approx. 14 hours to complete

English

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What you will learn

Digital marketing strategy planning and development
The role of digital channels and omnichannel marketing
The role of 7Ps (product, price, place, promotion, segmentation, targeting and positioning) in digital marketing strategy planning
How to differentiate in the digital marketplace

Skills you will gain

Digital Marketing Strategy Planning
Omnichannel Marketing
Differentiation in Digital Marketplace

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 2 of 4 in the

Digital Consumer Search and Marketing Specialization

Beginner Level

Marketing professionals looking to enhance their knowledge of digital marketing tools and strategies and influence digital consumer search.

Approx. 14 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Offered by

Queen Mary University of London

Queen Mary University of London is a leading research-intensive university with a difference – one that opens the doors of opportunity to anyone with the potential to succeed. Ranked 117 in the world, the University has over 28000 students and 4400 members of staff. We are a truly global university: over 160 nationalities are represented on our 5 campuses in London, and we also have a presence in Malta, Paris, Athens, Singapore and China. The reach of our education is extended still further through our online provision.

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Syllabus - What you will learn from this course

Week1

Week 1

4 hours to complete

Week 1

This week focuses on digital marketing strategy planning and development. We will discuss the scope and importance of a digital marketing strategy, concentrating on elements of digital marketing strategy such as, SWOT analysis and target market strategy planning. We will then focus on concepts such as digital disruption, internal audit for digital marketing activities, and digital revenue metrics. This week ends with a discussion of target market strategy planning and its role in making a better connection between the company or brand with digital audiences.

4 hours to complete

4 videos (Total 18 min), 6 readings, 6 quizzes

4 videos

Effects of Digital Disruptors4mDigital Marketing Strategy Development5mSWOT Analysis in Digital Marketing: A Focused Approach4m Successfully Connecting with the Target Market 4m

6 readings

Scope and Importance of Digital Marketing Strategy10m Digital Transformation and Digital Marketing Activities10mInternal Audit for Digital Marketing Activities10mDigital Revenue: Metrics 10mSetting Goals for Digital Marketing10mSegmentation, Targeting and Positioning: An Initial Approach 10m

6 practice exercises

Digital Marketing Strategy15mDigital Marketing Strategy15mElements of a Digital Marketing Strategy15mDigital Revenue: Metrics15mTarget Market Strategy15mThe Role of Target Market Strategy20m

Week2

Week 2

3 hours to complete

Week 2

3 hours to complete

4 videos (Total 15 min), 6 readings, 4 quizzes

4 videos

Marketing Mix3mBranding in the Digital Marketplace4mDigital Channels3m Pricing in the Digital Marketplace3m

6 readings

Marketing Mix in Digital Marketing10mThe Role of Influencers in Digital Marketing Strategy10m Launching Digital Products10m Distribution in the Digital Era10mMultichannel Sales: Omnichannel Marketing10m Pricing Strategies and Considerations for the Digital Environment10m

4 practice exercises

Brands and Products15mLaunching Digital Products15mDigital Channels15mPricing Strategies15m

Week3

Week 3

3 hours to complete

Week 3

This week focuses on the role of promotion, processes, people and physical evidence in digital marketing planning and development. We will first examine promotion and advertising in the digital marketplace, before moving on to the role of processes in the digital marketing mix. This week will also focus on the importance of people in generating content and contributing to digital marketing strategy. Finally, this week ends with a discussion on the role of physical evidence in a digital marketing strategy.

3 hours to complete

4 videos (Total 14 min), 6 readings, 5 quizzes

4 videos

The Role of Promotion in the Digital Marketing Plan4mThe Role of Process in Digital Transformation3mUser-generated Content3m Physical Evidence in Digital Marketing: Content Creation2m

6 readings

Promotion in the Digital Marketplace10mAdvertising in the Digital Marketplace10mProcesses in the Digital Marketing Mix10m The Role of People in the Digital Marketing Mix10m Simplifying a Digital Marketing Strategy10mThe Role of Physical Evidence in Digital Marketing Mix10m

5 practice exercises

Promotion15mProcesses15mThe Importance of Processes15mPeople15mDigital Marketing Mix20m

Week4

Week 4

4 hours to complete

Week 4

4 hours to complete

4 videos (Total 14 min), 7 readings, 7 quizzes

4 videos

Digital Segmentation, Targeting, Positioning (STP)2mDigital Targeting5mDifferentiate in the Digital Marketplace3mDigital Marketing Trends2m

7 readings

Segment and Target Your Online Audiences 10mSegment and Target Successfully Your Online Audiences10mOptions for Targeting in Digital Media Campaigns10mStrategic Positioning in Digital Marketing10m Achieving Strategic Positioning10mBuild a Digital Marketing Strategy for the Future10mCourse Review10m

6 practice exercises

Digital Segmentation, Targeting, Positioning15mTargeting15mTypes of Targeting15mPositioning15mPlan a Digital Marketing Strategy 15mCourse Reflection5m

About the Digital Consumer Search and Marketing Specialization

Digital Consumer Search and Marketing builds on the foundations of digital consumer behaviour and digital marketing. You will learn how to optimise marketing efforts across digital channels.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Reshaping Consumer Search

About this Course

What you will learn

Skills you will gain

Instructors

Athanasia Lampraki

Evangelia Katsikea

Tana Licsandru

Offered by

Queen Mary University of London

Syllabus - What you will learn from this course

Week 1

Week 2

Week 3

Week 4

About the Digital Consumer Search and Marketing Specialization

Frequently Asked Questions

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Reshaping Consumer Search

About this Course

What you will learn

Skills you will gain

Instructors

Athanasia Lampraki

Evangelia Katsikea

Tana Licsandru

Offered by

Queen Mary University of London

Syllabus - What you will learn from this course

Week 1

Week 2

Week 3

Week 4

About the Digital Consumer Search and Marketing Specialization

Frequently Asked Questions

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