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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/reimagining-consumer-experience
课程评论：没有评论
课程名称：重新构想消费者体验 课程概述：本课程将重点关注连接数字营销策略的实施与实践。通过学习，您将深化对营销自动化、在线社区冲突、销售漏斗、搜索引擎营销与管理、搜索引擎优化（SEO）、付费搜索营销、在线合作伙伴关系和联盟营销等关键主题的理解。 您将有机会与其他学习者讨论电子邮件营销、移动消息、病毒营销、直接营销和流量构建等内容。在整个课程中，您将被要求考虑如何将这些主题与您选择的公司或品牌关联起来，并分析该公司成功实施这些主题的程度以及可以改进的领域。 在课程结束时的作业中，您将运用所学知识分析一家公司成功的数字营销策略。 完成本课程将计入数字消费者搜索与营销专业化的学习。 课程大纲： 第一周：本周重点讨论如何通过营销自动化提供一致的数字消费者体验，研究与营销自动化相关的挑战和在线社区冲突，聚焦销售漏斗的不同阶段，并提出关于每个销售漏斗阶段内容的建议。 第二周：本周将聚焦搜索引擎营销和搜索引擎排名因素，尤其是如何管理和实施搜索引擎优化（SEO）和付费搜索营销（PSM）。最后，将学习在线公关和影响者关系管理的相关内容。 第三周：本周关注不同类型的在线合作伙伴关系，尤其是联盟营销及其管理，分析联盟营销的优缺点，重点讨论在线赞助与展示广告，并探讨程序化广告的规划与管理。 第四周：本周以电子邮件营销和移动消息为开端，继续讨论社交媒体和病毒营销，强调线下推广如何支持电子商务和移动营销。最后，将讨论直接营销和流量构建。
Part: 1
Title:Week 1
Description:This week focuses on how to deliver a cohesive digital consumer experience through marketing automation. You will study the challenges associated with marketing automation as well as conflict in online communities. You will then focus on the role and different stages of the sales funnel. The week finishes with recommendations about the content of each different stage of the sales funnel.
Part: 2
Title:Week 2
Description:This week focuses on Search Engine Marketing and search engine ranking factors. You will look specifically at how to manage and implement Search Engine Optimization (SEO) and Paid Search Marketing (PSM). Finally, you will study online public relations and influencer relationship management aspects.
Part: 3
Title:Week 3
Description:This week focuses on different types of online partnerships. In this respect, the focus is on affiliate marketing and the different types of affiliate marketing. Moreover, attention is devoted to how to manage affiliate marketing and the advantages and disadvantages of affiliate marketing. Focus paid on online sponsorships and display advertising as well as on the pros and cons of online ads. The week finishes with a discussion of programmatic advertising and how to better plan and manage digital ad campaigns.
Part: 4
Title:Week 4
Description:This week commences with email marketing and mobile messaging and continues with a discussion on social media and viral marketing. Attention is devoted to the offline promotion and how it can support e-commerce and mobile marketing activities. The week finishes with a discussion of direct marketing and traffic building.
In this course, you will focus on the implementation and practice of a connected digital marketing strategy. By the end of this course, you will have developed your understanding of key topics such as: Marketing automation and conflict in online communities, the sales funnel, search engine marketing and management, Search Engine Optimization (SEO), Paid search marketing, online partnerships and affiliate marketing. You will have the opportunity to discuss email marketing and mobile messaging, viral marketing, direct marketing and traffic building with your fellow learners. 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 relate your knowledge in a real-life context with an analysis of a company’s successful digital marketing strategy. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.
