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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-strategy-business-opportunity
课程评论：没有评论
课程名称：数字战略与商业机会 课程概述：数字营销学院是全球数字营销认证的标准机构。我们的使命是通过这一专业课程，赋予学生提升职业发展的信心和知识。数字和移动技术，加上社交媒体的爆炸式普及，根本性地改变了消费者的期望，以及企业为了支持客户必须进行的运作方式。若您想理解推动和转变当今企业的力量，以及如何利用尖端数字战略帮助企业在这种动态环境中成长和繁荣，本课程将为您提供这些知识。 您将学习数字营销的核心原则，然后深入探讨数字战略、受众和竞争研究的基础知识，以及如何与客户建立联系。完成本课程后，您将能够： - 理解数字和社交媒体如何破坏企业向消费者销售的方式 - 利用数字研究和社交倾听获取受众、竞争对手和行业的见解 - 识别有效数字营销战略的核心要素 - 识别市场营销人员如何利用买家旅程模型，通过数字平台上的内容和工具影响购买决策 - 运用内容营销原则创建吸引受众的有效内容 本课程还将解释如何为客户选择合适的内容，以及如何制定创意策略以实现关键商业目标。本课程是数字营销学院数字战略专业的第一门课程。 完成所有专业课程后，您将获得数字营销学院的认证数字营销助理证书，并享有三个月的免费会员资格，帮助您提升职业发展，获得下一个机会。92%的DMI会员表示，他们的课程对职业生涯产生了积极影响，88%的会员目前已在高级或管理职位工作。 课程大纲： 1. **数字颠覆与商业机会**：描述技术进步及消费者行为和期望的变化如何为企业带来新挑战和机遇，探讨数字化对客户旅程的影响及组织的数字化机遇。 2. **数字营销和数字战略**：介绍数字营销的核心原则，帮助您制定明确且可行的商业目标，并准备全面整合的数字营销活动。 3. **数字内容与创意战略**：探讨内容营销的基本原理和在企业中的角色，识别使用人物角色的好处，以及如何开展内容创建和再利用的技术，制定吸引受众的创意策略。 这个课程将帮助您在快速变化的商业环境中，掌握数字营销的核心知识和技能。
Name:Digital Disruption and Business Opportunity
Description:This module describes how advances in technology, and changing consumer behavior and expectations have presented new challenges and opportunities for businesses. It begins by describing the changes which have occurred in technology and consequent consumer behavior and expectations. Then the module looks at the customer journey and how it has been disrupted by digital, and how digital can be used through the steps of the journey to influence customers. Finally, the module looks at the opportunities presented by digital for organizations as a whole.
Name:Digital Marketing and Digital Strategy
Description:This module presents the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives through understanding the core components of the digital marketing strategy within a digital marketing plan, to gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated digital marketing campaign.
Name:Digital Content and Creative Strategy
Description:This module probes the fundamentals of content marketing and its role within a business. It identifies the benefits of using personas and how to develop them based on your target audience. It introduces techniques for content creation and repurposing in order to maximize content use. Finally, the module outlines how to develop a creative strategy to engage an audience and deliver on campaign goals.
Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. Digital and mobile technology coupled with the explosive adoption of social media globally has fundamentally disrupted consumer expectations, and how businesses must operate to support their customers. If you want to understand the forces driving and transforming businesses today and how cutting-edge digital strategies can help businesses grow and thrive in this dynamic environment, this course will help you do so. You will learn the core principles of digital marketing before diving deeper into the basics of digital strategy, audience and competitive research, and how to connect with the customer. After completing this course, you will be able to: - • Understand how digital and social media have disrupted the way businesses sell to consumers • Use digital research and social listening to gain insights into your audience, competitors, and industry • Recognize the core components of an effective digital marketing strategy • Recognize how marketers use the Buyer’s Journey model to influence purchase decisions over digital platforms using digital content and tools • Use the principles of content marketing to create effective content that engages an audience This course also explains how to choose the right content for your customers – and how to develop a creative strategy to deliver on key business goals. This is the first course in the Digital Marketing Institute’s Digital Strategy specialization. On completion of all courses in your Specialization, you will also be awarded a Digital Marketing Institute Certified Digital Marketing Associate certification, along with three months of free Power Membership, allowing you to boost your career and unlock your next opportunity. 92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.
