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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/foundations-of-consumer-search-and-digital-marketing-strategy
课程评论：没有评论
课程名称：数字消费者搜索和营销基础 课程概述： 本课程旨在帮助学员理解数字营销的基本原理及其对营销领域的转变。完成课程后，您将掌握关键主题，包括内容营销的基础、数字消费者参与、客户旅程映射、生命周期和价值主张。 您还将有机会与同学讨论数字消费者体验管理、竞争者基准研究和创建数字客户旅程图等话题。在整个课程中，您将被鼓励考虑这些主题与您选择的公司或品牌之间的关联，分析这些公司在实施这些主题方面的成功程度，并识别可以改进的领域。 在课程的最终作业中，您将回顾本课程的关键点，并考虑如何在现实生活中应用这些知识。 完成此课程将计入您的数字消费者搜索与营销专业化学习。 课程大纲： 第一周：本周重点是数字营销的基础及其如何改变了营销格局。您将反思参加本课程的动机与期望，并聚焦于数字消费者参与相关的概念，包括消费者旅程映射(CJM)和竞争者基准研究。 第二周：本周将基于数字消费者搜索和营销的基础，介绍数字营销传播。您将讨论各种数字营销渠道，以及推拉型数字营销策略。此外，还将探讨数字消费者生命周期，与B2C、C2C、B2B和C2B层面的数字互动。最后，讨论数字消费者的价值主张。 第三周：本周重点分析外部环境的影响。您将考虑技术的角色、创新采纳和扩散理论，并分析竞争的作用以及经济环境的影响。接着，您将学习波特的五力模型以及社会和文化环境的影响。本周结束时，讨论法律和政治环境的影响，以及PESTLE分析在数字营销战略中的应用。 第四周：本周将加深对数字消费者的理解，考虑需求分析和转化。您将进行情况分析和数字消费者画像研究，探讨数字消费者体验管理的概念。本周将更深入关注竞争者基准研究和数字消费者旅程图。 第一课程的最终评估将在本周结束时进行。
Name:Week 1
Description:This week focuses on the foundations of digital marketing and how it transformed the marketing landscape. You will begin with a reflection on your motivation for joining the courses and expectations for your studies. We will then focus on concepts relevant to digital consumer engagement, including: Consumer Journey Mapping (CJM) and competitor benchmarking.
Name:Week 2
Description:This week builds on the foundations of digital consumer search and marketing. You will begin the second week with an introduction to digital marketing communications. This week discusses various digital marketing channels, as well as push and pull digital marketing approaches. Additionally, the concept of digital consumer lifecycle is discussed and digital interactions are considered at the level of Business to Consumer (B2C), Consumer to Consumer (C2C), Business to Business (B2B) and Consumer to Business (C2B). The week finishes with a discussion on the digital consumer value proposition.
Name:Week 3
Description:This week focuses on the forces of the external environment. You will consider the role of technology, as well as theories regarding adoption and diffusion of innovations, before analysing the role of competition and the influences of the economic environment. You will then look at Porter’s 5 Forces Model and the influences of the social and cultural environment. The week ends with a discussion of the influences of the legal and political environment, and how PESTLE analysis is applied in digital marketing strategy.
Name:Week 4
Description:This week, you will further your understanding of the digital consumer and consider both demand analysis and conversion. You will then look at situation analysis and digital consumer profiles, before studying the concept of digital consumer experience management. This week provides a more focused look at competitor benchmarking and digital consumer journey maps. The final assessment of the first course is at the end of this week.
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.
