Customer Understanding and Digital Marketing Channels

本课程是 Unilever Digital Marketing Analyst 专业证书的一部分

位教师：Unilever Team

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4个模块

深入了解一个主题并学习基础知识。

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4个模块

深入了解一个主题并学习基础知识。

243 条评论

初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

自行安排学习进度

96%

大多数学生喜欢此课程

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作业

19 项作业

授课语言：英语（English）

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本课程是 Unilever Digital Marketing Analyst 专业证书专项课程的一部分

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该课程共有4个模块

The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies. In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages.

After completing this course, you will be able to: - Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions. - Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions. - Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes. - Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation. - Identify the relationship between customer experience and content marketing and brand storytelling. - Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix. - Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.

In this module, you will explore the current digital marketing landscape and the role of a digital market analyst. You'll focus on learning fundamental marketing concepts while exploring marketing transformation in the digital age.

涵盖的内容

12个视频8篇阅读材料4个作业2个讨论话题

12个视频总计50分钟

Welcome to Digital Marketing Analyst Professional certificate 4分钟
Introduction to customer understanding and digital marketing channels 4分钟
Overview of digital marketing 4分钟
Emerging trends and opportunities in digital marketing 5分钟
What's It Like? 4分钟
Customer personas 4分钟
Marketing funnels 4分钟
Value propositions 3分钟
Lanes of marketing transformation 4分钟
Impact of technology on strategy and engagement 5分钟
SOSTAC planning framework 5分钟
Digital marketing summary 5分钟

8篇阅读材料总计92分钟

Unilever positioning statement 2分钟
Digital Marketing Analyst Professional certificate syllabus 10分钟
Digital marketing versus traditional marketing methods 10分钟
The role of a digital marketing analyst 10分钟
Impact of customer personas 10分钟
Customer segmentation techniques 10分钟
Role of value propositions in attracting and retaining customers 30分钟
Leveraging digital channels 10分钟

4个作业总计75分钟

Digital marketing overview 30分钟
Digital marketing impact 15分钟
Digital marketing fundamentals 15分钟
Marketing transformation in the digital age 15分钟

2个讨论话题总计20分钟

Introduce yourself and say hello to your classmates 10分钟
What do you think? 10分钟

In this module, we will explore essential topics such as understanding customer experience insights, customer segmentation, content marketing, brand storytelling, and aligning these efforts to drive marketing strategies.

涵盖的内容

9个视频9篇阅读材料5个作业

9个视频总计53分钟

Welcome to understanding customer experience insights 4分钟
Customer experience insights impact to marketing strategies 5分钟
Use data to create a target audience profile 11分钟
5 Human factors design 7分钟
Using data analytics to create meaningingful customer segments 5分钟
Internal tools for segmenting customers 5分钟
External tools for segmenting customers 5分钟
Connecting customer experience, content marketing and brand storytelling 6分钟
Customer segmentation, targeting and positioning summary 4分钟

9篇阅读材料总计113分钟

Customer experience insights 10分钟
Methods to collect and analyze customer data to gain insights 10分钟
Spreadsheet skills 13分钟
Customer pain points, preferences and motivations 10分钟
Demographic segmentation 10分钟
Psychographic segmentation 10分钟
Behaviorial segmentation 10分钟
Compelling brand stories 10分钟
Aligning content marketing efforts with objectives 30分钟

5个作业总计105分钟

Customer segmentation, targeting and positioning 30分钟
Customer experience insights 15分钟
Customer segmentation 15分钟
Customer experience and content 15分钟
Activity: Creating a target audience profile 30分钟

In this module, you will focus on ecommerce channels. You'll examine the 6Ps of marketing and explore other popular marketing strategies such as situationaly analysis, STP, and customer lifecycle management.

涵盖的内容

9个视频11篇阅读材料4个作业

9个视频总计57分钟

Introduction business models and solutions 4分钟
Introduction to eCommerce 5分钟
Introduction to the 6Ps (or is it 7) 5分钟
Distribution channels and place 7分钟
Key components of a marketing mix strategy 11分钟
Other top marketing strategies 6分钟
Segmentation, targeting, and positioning (STP) 6分钟
Developing a customer lifecycle management plan 9分钟
Business models and solutions summary 4分钟

11篇阅读材料总计127分钟

Key e-commerce metrics and analytics: Customer acquisition 7分钟
Key e-commerce metrics and analytics: Customer behavior and conversion 30分钟
Types of e-commerce channels 10分钟
Applying ANSOFF to develop distribution strategy 10分钟
Selecting the right ecommerce channel using SOSTAC 10分钟
Product development and management 10分钟
Pricing strategies 10分钟
Promotion and communication 10分钟
People, process, and physical evidence 10分钟
Situational analysis 10分钟
Customer lifecycle management 10分钟

4个作业总计75分钟

Business models and solutions 30分钟
E-commerce channels 15分钟
6Ps of marketing 15分钟
Other strategies 15分钟

In this module, you will focus on digital marketing channels and the outbound and inbound tools and performance metrics that support them. You'll also explore creating an action plan and customer journey map.