Customer Understanding and Digital Marketing Channels

所在平台: Coursera

课程主页: https://www.coursera.org/learn/customer-understanding-and-digital-marketing-channels

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课程简介

课程名称：客户理解与数字营销渠道 概述：该课程探讨了数字营销的动态环境及其在现代商业战略中的关键作用。在数字化的时代，企业与全球受众连接、针对特定人群、精准测量营销活动效果以及传递个性化营销信息显得尤为重要。 完成此课程后，您将能够： - 定义基本的数字营销概念。 课程大纲： 1. **数字营销简介** 描述：在这一模块中，您将探究当前的数字营销环境及数字市场分析师的角色。您将重点学习基本的营销概念，同时探索数字时代的营销转型。 2. **客户细分、目标定位和品牌定位** 描述：在这一模块中，我们将探讨重要主题，包括理解客户体验洞察、客户细分、内容营销、品牌故事讲述，以及如何将这些努力协调一致以推动营销策略。 3. **商业模型与解决方案** 描述：在这一模块中，您将关注电子商务渠道。您将研究营销的6P理论，并探讨其他流行的营销策略，如情境分析、STP（细分、目标市场选择和定位）和客户生命周期管理。 4. **数字营销渠道** 描述：在这一模块中，您将重心放在数字营销渠道及其支持的外向和内向工具与绩效指标上。您还将探索创建行动计划和客户旅程地图。

课程大纲

Name:Introduction to Digital Marketing

Description: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.

Name:Customer segmentation, targeting and positioning

Description: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.

Name:Business models and solutions

Description: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.

Name:Digital marketing channels

Description: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.

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