Queen Mary University of London

Reshaping Consumer Search

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

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Course

Gain insight into a topic and learn the fundamentals

Beginner level

Recommended experience

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

What you'll 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

Details to know

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Assessments

21 quizzes

Course

Gain insight into a topic and learn the fundamentals

Beginner level

Recommended experience

14 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 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.

What's included

4 videos6 readings6 quizzes4 discussion prompts

This week focuses on the role of the marketing mix in digital marketing strategy planning and development. We will discuss the role of influencers in digital marketing strategy, the role of branding and launch of digital products, digital channels of distribution, and the importance of pricing in the digital marketplace. This week ends with a discussion of pricing strategies.

What's included

4 videos6 readings4 quizzes5 discussion prompts

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.

What's included

4 videos6 readings5 quizzes4 discussion prompts

This week builds on existing knowledge and further emphasises on segmentation, targeting and positioning as elements of digital marketing strategy planning and development. We will use existing knowledge to elaborate on strategic positioning and differentiation in the digital marketplace. The week ends with a discussion on the characteristics of digital marketing strategy for the future.

What's included

4 videos7 readings6 quizzes1 peer review4 discussion prompts

Instructors

Athanasia Lampraki
Queen Mary University of London
8 Courses22,106 learners

Offered by

Recommended if you're interested in Marketing

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