This course offered by Queen Mary University of London delves into the foundations of digital marketing and its impact on the consumer experience. Participants will gain insights into content marketing, digital consumer engagement, journey mapping, and value proposition. Throughout the course, learners will analyze the application of these concepts within a chosen company or brand, identifying areas for improvement. The end-of-course assignment encourages reflection on real-life applications of the key learnings. This course counts towards the Digital Consumer Search and Marketing Specialization.
This course is designed for individuals seeking a comprehensive understanding of digital marketing and its practical application in the modern business landscape.
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This course comprises four modules covering the transformation of marketing in the digital era, digital channels, analysis of the external environment, and demand analysis and conversion.
This module provides an overview of the digital marketing landscape and how it has transformed marketing practices. Participants will explore content marketing, digital consumer engagement, and journey mapping, and analyze their application in a real-world context.
In this module, participants will delve into different types of digital channels and the digital consumer lifecycle. They will also learn about creating value for the digital consumer and communication models for traditional and digital media.
This module focuses on the macro environment and its impact on digital marketing strategy. Participants will explore Porter's Five Forces Model, PESTLE analysis, and the adoption and diffusion of innovations in the digital landscape.
Participants will analyze demand analysis and conversion in this module, exploring digital consumer profiles, competitor benchmarking, and digital consumer experience management. They will also draft a digital consumer journey map and reflect on the course learnings.
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