Optimise Marketing Efforts across Digital Channels. Design and implement digital marketing strategies.

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Athanasia Lampraki +2 more instructors

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Digital Consumer Search and Marketing SpecializationQueen Mary University of London

What you will learn

Search Engine Optimization (SEO)
Content Marketing, Social Media Marketing
Mobile Marketing, Pay Per Click (PPC)
How digital transformation changed the marketing landscape and consumer experience

Skills you will gain

About this 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. By the end of the specialization, you will have a good understanding of the design and implementation of digital marketing strategies, as well as the importance and use of digital media and tools including: Search Engine Optimization (SEO) Content Marketing Social Media Marketing Mobile Marketing Pay Per Click (PPC) Web Analytics Email Marketing.

Applied Learning Project

Analyse how successfully real-life companies have implemented key relevant topics in their digital marketing strategies. Apply your knowledge in a practical context, through reflective tasks, case studies and creating your own digital marketing plan.

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

Approximately 4 months to complete

Suggested pace of 4 hours/week

English

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Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

Approximately 4 months to complete

Suggested pace of 4 hours/week

English

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

Try Coursera for Business

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

Learn more about Coursera for Business

How the Specialization Works

Take Courses

A Coursera Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. It’s okay to complete just one course — you can pause your learning or end your subscription at any time. Visit your learner dashboard to track your course enrollments and your progress.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

There are 4 Courses in this Specialization

Course1

Course 1

Foundations of Digital Consumer Search and Marketing

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.

Course2

Course 2

Reshaping Consumer Search

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.

Course3

Course 3

Reimagining Consumer Experience

In this course, you will focus on the implementation and practice of a connected digital marketing strategy.

By the end of this course, you will have developed your understanding of key topics such as: Marketing automation and conflict in online communities, the sales funnel, search engine marketing and management, Search Engine Optimization (SEO), Paid search marketing, online partnerships and affiliate marketing. You will have the opportunity to discuss email marketing and mobile messaging, viral marketing, direct marketing and traffic building with your fellow learners. 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 relate your knowledge in a real-life context with an analysis of a company’s successful digital marketing strategy. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Course4

Course 4

Sensing Consumer Insights

In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics.

By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI). 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 analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

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.

Frequently Asked Questions

What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Can I just enroll in a single course?
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
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.
Can I take the course for free?
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. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
Is this course really 100% online? Do I need to attend any classes in person?
This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
Will I earn university credit for completing the Specialization?
This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

More questions? Visit the Learner Help Center.

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Digital Consumer Search and Marketing Specialization

What you will learn

Skills you will gain

About this Specialization

Applied Learning Project