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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/reshaping-consumer-search
课程评论：没有评论
课程名称：重塑消费者搜索 概述：在此课程中，您将专注于重塑数字消费者搜索，深入理解数字市场营销策略的规划与发展。通过学习，您将掌握多个关键主题，包括数字市场营销策略的重要性、数字颠覆者的影响、SWOT分析、市场细分、目标市场和定位，以及市场营销组合在数字市场营销策略中的作用。 在整个课程中，您将被鼓励考虑所选择的公司或品牌与这些主题的关联。您将分析该公司在实施这些主题方面的成功程度，并识别改进的领域。 您还将在课程结束时，通过课程作业创建自己的数字市场营销策略计划，将所学知识应用于实践。 完成此课程将计入数字消费者搜索与市场营销专业化学习的一部分。 课程大纲： - 第一周：集中于数字市场营销策略的规划与发展，包括SWOT分析、目标市场策略规划及数字营销活动的内部审核等概念。讨论目标市场策略规划如何增强公司与数字受众之间的连接。 - 第二周：重点关注市场营销组合在数字市场营销策略中的作用，探讨影响者、品牌建设、数字产品发布、数字分销渠道及定价的重要性，最后讨论定价策略。 - 第三周：围绕在数字市场营销中的促销、流程、人员和物理证据进行探讨，包括促销和广告、流程在数字市场营销组合中的作用、人员对内容生成的贡献，以及物理证据在数字市场营销策略中的角色。 - 第四周：在已有知识的基础上，进一步强调市场细分、目标市场和定位在数字市场营销策略规划中的重要性，讨论未来数字市场营销策略的特点。
Part: 1
Title:Week 1
Description:This week focuses on digital marketing strategy planning and development. We will discuss the scope and importance of a digital marketing strategy, concentrating on elements of digital marketing strategy such as, SWOT analysis and target market strategy planning. We will then focus on concepts such as digital disruption, internal audit for digital marketing activities, and digital revenue metrics. This week ends with a discussion of target market strategy planning and its role in making a better connection between the company or brand with digital audiences.
Part: 2
Title:Week 2
Description:This week focuses on the role of the marketing mix in digital marketing strategy planning and development. We will discuss the role of influencers in digital marketing strategy, the role of branding and launch of digital products, digital channels of distribution, and the importance of pricing in the digital marketplace. This week ends with a discussion of pricing strategies.
Part: 3
Title:Week 3
Description:This week focuses on the role of promotion, processes, people and physical evidence in digital marketing planning and development. We will first examine promotion and advertising in the digital marketplace, before moving on to the role of processes in the digital marketing mix. This week will also focus on the importance of people in generating content and contributing to digital marketing strategy. Finally, this week ends with a discussion on the role of physical evidence in a digital marketing strategy.
Part: 4
Title: Week 4
Description:This week builds on existing knowledge and further emphasises on segmentation, targeting and positioning as elements of digital marketing strategy planning and development. We will use existing knowledge to elaborate on strategic positioning and differentiation in the digital marketplace. The week ends with a discussion on the characteristics of digital marketing strategy for the future.
In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development. By the end of this course, you will have developed your understanding of key topics such as; the importance of a digital marketing strategy, the effects of digital disruptors, SWOT analysis in digital marketing, segmentation, targeting and positioning as well as the role of the marketing mix in digital marketing strategy. 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. You will have the opportunity to apply your knowledge by creating your own digital marketing strategy plan in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.
