Digital Consumer Search and Marketing is a specialized course offered by Queen Mary University of London. This course equips learners with the knowledge and skills required to optimize marketing efforts across digital channels. It delves into the foundations of digital consumer behavior and digital marketing, covering various essential topics such as search engine optimization (SEO), content marketing, social media marketing, mobile marketing, pay per click (PPC), web analytics, and email marketing.
The course covers four main modules:
Participants will explore how digital transformation has impacted the marketing landscape and consumer experience, the role of digital marketing communications, and the external environmental dimensions affecting digital marketing strategy. They will also learn about digital marketing strategy planning, the importance of digital channels and omnichannel marketing, and the differentiation strategies in the digital marketplace. The course emphasizes effective connected digital marketing strategies, the elements of the sales funnel in digital marketing, and the significance of digital ad campaigns in strategy implementation. Moreover, participants will delve into assessing the return on investment (ROI) on digital marketing activities, understanding digital analytics capability, and how they inform marketing programs.
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The course modules cover the foundations of digital consumer search and marketing, reshaping consumer search, reimagining consumer experience, and sensing consumer insights, equipping participants with an in-depth understanding of digital marketing strategies and implementation.
Foundations of Digital Consumer Search and Marketing delves into how digital transformation has changed the marketing landscape and consumer experience. It explores the role of digital marketing communications, demand analysis and conversion in digital marketing, and the impact of the external environment on digital marketing strategy.
Reshaping Consumer Search focuses on digital marketing strategy planning and development, the role of digital channels and omnichannel marketing, the 7Ps in digital marketing strategy planning, and differentiation strategies in the digital marketplace.
Reimagining Consumer Experience covers effective connected digital marketing strategies, the elements of the sales funnel in digital marketing, the role of digital ad campaigns in strategy implementation, and the traffic building process.
Sensing Consumer Insights enables participants to assess the Return on Investment (ROI) on digital marketing activities, understand the importance of digital analytics capability, and how digital analytics inform marketing programs.
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