Reimagining Consumer Experience

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.

• Week 1
• 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.
• Week 2
• 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.
• Week 3
• 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.
• Week 4
• 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.