Customer Understanding and Digital Marketing Channels

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

Access provided by Interbank

26,531 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

248 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

248 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

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This course is part of the Unilever Digital Marketing Analyst Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

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 from Unilever

There are 4 modules in this course

The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies. In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages.

After completing this course, you will be able to: - Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions. - Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions. - Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes. - Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation. - Identify the relationship between customer experience and content marketing and brand storytelling. - Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix. - Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.

In this module, you will explore the current digital marketing landscape and the role of a digital market analyst. You'll focus on learning fundamental marketing concepts while exploring marketing transformation in the digital age.

What's included

12 videos8 readings4 assignments2 discussion prompts

12 videos Total 50 minutes

Welcome to Digital Marketing Analyst Professional certificate 4 minutes
Introduction to customer understanding and digital marketing channels 4 minutes
Overview of digital marketing 4 minutes
Emerging trends and opportunities in digital marketing 5 minutes
What's It Like? 4 minutes
Customer personas 4 minutes
Marketing funnels 4 minutes
Value propositions 3 minutes
Lanes of marketing transformation 4 minutes
Impact of technology on strategy and engagement 5 minutes
SOSTAC planning framework 5 minutes
Digital marketing summary 5 minutes

8 readings Total 92 minutes

Unilever positioning statement 2 minutes
Digital Marketing Analyst Professional certificate syllabus 10 minutes
Digital marketing versus traditional marketing methods 10 minutes
The role of a digital marketing analyst 10 minutes
Impact of customer personas 10 minutes
Customer segmentation techniques 10 minutes
Role of value propositions in attracting and retaining customers 30 minutes
Leveraging digital channels 10 minutes

4 assignments Total 75 minutes

Digital marketing overview 30 minutes
Digital marketing impact 15 minutes
Digital marketing fundamentals 15 minutes
Marketing transformation in the digital age 15 minutes

2 discussion prompts Total 20 minutes

Introduce yourself and say hello to your classmates 10 minutes
What do you think? 10 minutes

In this module, we will explore essential topics such as understanding customer experience insights, customer segmentation, content marketing, brand storytelling, and aligning these efforts to drive marketing strategies.

What's included

9 videos9 readings5 assignments

9 videos Total 53 minutes

Welcome to understanding customer experience insights 4 minutes
Customer experience insights impact to marketing strategies 5 minutes
Use data to create a target audience profile 11 minutes
5 Human factors design 7 minutes
Using data analytics to create meaningingful customer segments 5 minutes
Internal tools for segmenting customers 5 minutes
External tools for segmenting customers 5 minutes
Connecting customer experience, content marketing and brand storytelling 6 minutes
Customer segmentation, targeting and positioning summary 4 minutes

9 readings Total 113 minutes

Customer experience insights 10 minutes
Methods to collect and analyze customer data to gain insights 10 minutes
Spreadsheet skills 13 minutes
Customer pain points, preferences and motivations 10 minutes
Demographic segmentation 10 minutes
Psychographic segmentation 10 minutes
Behaviorial segmentation 10 minutes
Compelling brand stories 10 minutes
Aligning content marketing efforts with objectives 30 minutes

5 assignments Total 105 minutes

Customer segmentation, targeting and positioning 30 minutes
Customer experience insights 15 minutes
Customer segmentation 15 minutes
Customer experience and content 15 minutes
Activity: Creating a target audience profile 30 minutes

In this module, you will focus on ecommerce channels. You'll examine the 6Ps of marketing and explore other popular marketing strategies such as situationaly analysis, STP, and customer lifecycle management.

What's included

9 videos11 readings4 assignments

9 videos Total 57 minutes

Introduction business models and solutions 4 minutes
Introduction to eCommerce 5 minutes
Introduction to the 6Ps (or is it 7) 5 minutes
Distribution channels and place 7 minutes
Key components of a marketing mix strategy 11 minutes
Other top marketing strategies 6 minutes
Segmentation, targeting, and positioning (STP) 6 minutes
Developing a customer lifecycle management plan 9 minutes
Business models and solutions summary 4 minutes

11 readings Total 127 minutes

Key e-commerce metrics and analytics: Customer acquisition 7 minutes
Key e-commerce metrics and analytics: Customer behavior and conversion 30 minutes
Types of e-commerce channels 10 minutes
Applying ANSOFF to develop distribution strategy 10 minutes
Selecting the right ecommerce channel using SOSTAC 10 minutes
Product development and management 10 minutes
Pricing strategies 10 minutes
Promotion and communication 10 minutes
People, process, and physical evidence 10 minutes
Situational analysis 10 minutes
Customer lifecycle management 10 minutes

4 assignments Total 75 minutes

Business models and solutions 30 minutes
E-commerce channels 15 minutes
6Ps of marketing 15 minutes
Other strategies 15 minutes

In this module, you will focus on digital marketing channels and the outbound and inbound tools and performance metrics that support them. You'll also explore creating an action plan and customer journey map.