Digital Marketing and Customer Engagement

Offered By: Tecnológico de Monterrey via edX

Course Description

Overview

Digital marketing and customer engagement is a field full of rapid and continuous change, and nowadays, there exists a generational difference in the approach to leveraging digital platforms. As change continues, it is increasingly imperative that marketing professionals understand the value and applications of new technologies in order to maximize engagement with any audience and create value for both customers and their business.

Through this program, you will gain a toolbox of innovations and techniques to take your digital marketing skills to the next level. You will gain a valuable understanding of how companies can reinvent their marketing strategies and processes to be more competitive in the new and dynamic digital world.

By completing this program you will cover multiple different approaches to reaching the same goal: To increase customer engagement in an evolving digital market and create the most valuable digital business model and communications strategy for your organization.

Syllabus

Courses under this program:
Course 1: Digital Commerce Reinventing Business Models

The speed of business transactions and the agile way to take decisions increase the needs to digitalize the trading activities of any kind of business. That’s why the business models are changing very fast, and the adaptation to the new customer behaviors will impact the feasibility of the businesses worldwide.

Course 2: Digital Marketing and Data Driven Analytics

Digital Marketing is the backbone element which uses platforms and digital technologies, such as any kind of device to maintain connected to the users. Once the users are part of this ecosystem, the companies convert this random data in accurate algorithms to improve the effectiveness of any marketing campaign.

Courses

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4 weeks, 5-8 hours a week, 5-8 hours a week
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This course will be composed by four weeks, in each one the student will have the possibility to analyze different perspectives about the rationale of businesses and how they innovate their way to satisfy the expectations of their customers.
- Learning about the new digital communication trends as Influencer Marketing, to analyze how the advertising is moving from professional studios to the bedroom of an influencer.
- Understanding about the main role of the digital footprint of a person but also of a brand in the digital ecosystem.
- Learning about the SEO Fundamentals and why searching is the key component of any digital strategy.
- Analyzing the impact of SEM Alignment through the usage of different techniques and campaigns.
- Thinking about the UI/UX point of view, and why is so challenging to accomplish the needs and requirements from a customer.
- Navigating through Social Media, and analyze the impact of each of them.
- Going deeper in the data world by data driven analytics and big data escalations from social media.
0 reviews
4 weeks, 5-8 hours a week, 5-8 hours a week
View details
This course will be composed by four weeks, in each one the student will have the possibility to analyze different perspectives about the rationale of businesses and how they innovate their way to satisfy the expectations of their customers.
- Analyzing different business models worldwide and understanding the impact of new technologies in the way companies are making businesses, how the digital waves have been changing and facing new challenges for the business people, and the way to provide in a continuous improvement way value creation to the entire market.
- Learning about waterfall project management techniques and their counterpart, the agile development way of work. Why each of them have their own reason, and how you could take advantage of each of them.
- Understanding the growth hacking concept through different examples, and think about the detection of how to decrease the number of steps to create growth in your market.
- Enriching the needs about why branding is part of the backbone of any digital strategy, understanding why old-fashion techniques could even apply for the digital world, at the end, we still humans making business with other humans.
- Analyzing the whys about customer engagement through customer satisfaction and how to change the mindset of an organization to become more customer-centric.
- Detecting effective digital campaigns and see different online platforms, understanding why they could leverage any kind of requirements from your own market.

Taught by

Fernando Daniel Sierra Saavedra and Brenda Aranda de la Garza