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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/sensing-consumer-insights-measuring-digital-marketing-strategy
课程评论：没有评论
课程名称：消费者洞察感知 概述：此课程聚焦于通过营销分析来衡量数字营销策略的有效性。通过学习，学员将深入理解一些关键主题，包括自有及获得的社交媒体、网络分析、社交媒体景观分析、危机管理、产品生命周期和投资回报率（ROI）。课程中，学员将考虑所选择公司或品牌与这些主题的相关性，分析其在这些方面的实施情况，并识别可改善的领域。在课程结束时，学员将有机会应用所学，通过分析某公司的数字营销策略的有效性来完成作业。 完成本课程将计入数字消费者搜索与营销专项学习。 课程大纲： - 第1周：介绍数字分析，重点关注自有和学习社交媒体指标，学习网络、搜索及传统分析，并进行受众分析。 - 第2周：讨论数字分析如何影响营销计划，社交媒体景观分析、搜索和自有媒体分析，以及数字消费者体验，最后讨论数字分析在危机准备和管理中的作用。 - 第3周：讨论产品生命周期及其与数字分析的关系，研究提案开发，最后讨论 robust 研究报告的构成要素。 - 第4周：探讨数字营销生态系统及其核心成分，专注于数字营销活动的投资回报率及其不同变种，讨论数字数据的未来和当代组织在处理数字消费者智能及数字分析过程中的能力建设需求。
Part: 1
Title:Week 1
Description:This week, you will be introduced to digital analytics, with a specific focus on owned and learned social media metrics. You will then study web, search and traditional analytics, before ending the week looking at audience analysis.
Part: 2
Title:Week 2
Description:The week commences with a discussion on how digital analytics inform marketing programmes and continues with a discussion of social media landscape analysis. The week continues with a discussion on search and owned media analysis and a focus on digital consumer experience. The week ends with a focus on the role of digital analytics on crisis preparation and management.
Part: 3
Title:Week 3
Description:The week commences with a discussion of product lifecycle and digital analytics. In this vein, the different stages of the product lifecycle discussed. The week continues with a focus on the development of a research proposal using digital analytics. The week ends with a discussion on the ingredients of robust research reports.
Part: 4
Title:Week 4
Description:The week commences with a discussion on the digital marketing ecosystem and its core ingredients. Focus is devoted to Return on Investment (ROI) of digital marketing activities and different variations including Return of Engagement, Return on Experience and Return on Influence. The week ends with a discussion regarding the future of digital data and the need for the building of digital analytics capability within the contemporary organization in order to handle digital consumer intelligence and manage the digital analytics process.
In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics. By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI). 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 analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.
