Foundations of Digital Consumer Search and Marketing

Go to Course: https://www.coursera.org/learn/foundations-of-consumer-search-and-digital-marketing-strategy

Introduction

### Course Review: Foundations of Digital Consumer Search and Marketing *Offered on Coursera* **Overview:** The "Foundations of Digital Consumer Search and Marketing" course is a comprehensive offering designed for individuals looking to deepen their understanding of digital marketing fundamentals. This course is particularly relevant in today’s landscape, where digital presence is paramount for brand success. It promises to transform your views on consumer behavior and marketing strategies, equipping you with actionable insights applicable in various business contexts. **Course Structure:** Spanning over four weeks, the course meticulously covers key elements within the digital marketing realm: #### **Week 1: Introduction to Digital Marketing Foundations** The journey begins by contextualizing the evolution of digital marketing and its significance in modern commerce. You reflect on your motivations and expectations, setting the tone for a fruitful learning experience. Fundamental concepts such as Consumer Journey Mapping (CJM) and competitive benchmarking are introduced, laying the groundwork for more intricate discussions later on. #### **Week 2: Digital Marketing Communications** In this week, the course dives into digital marketing channels and strategies, distinguishing between push and pull marketing approaches. Insights into the digital consumer lifecycle across various frameworks—B2C, C2C, B2B, and C2B—are immensely beneficial for understanding the dynamics of consumer interaction. Conclusively, this week emphasizes the digital consumer value proposition, a crucial element for any marketing strategy. #### **Week 3: Environmental Forces and Competitive Analysis** Expanding on the external factors influencing digital marketing, this week introduces critical theoretical frameworks, such as technology adoption models and Porter’s 5 Forces. PESTLE analysis serves as a valuable tool for digital marketing strategists, providing insights into how various environmental factors can impact marketing efforts. This week is particularly enlightening for those keen on grasping the broader implications of market environments on consumer engagement. #### **Week 4: Advanced Consumer Insights** The final week delves into demand analysis, digital consumer profiles, and experience management, thus providing a well-rounded view of contemporary digital consumer behavior. The week culminates in a comprehensive assessment that encapsulates all learned concepts, ensuring you leave with a robust understanding of the material. **Recommendation:** "Foundations of Digital Consumer Search and Marketing" is more than just a course; it is an investment in one's ability to navigate the digital marketing landscape effectively. I highly recommend this course for marketing professionals, small business owners, and anyone interested in understanding digital consumer behavior. **Pros:** - Comprehensive syllabus covering essential aspects of digital marketing. - Practical applications through assessments and discussions. - Insight into both theoretical and practical applications of marketing strategies. **Cons:** - Some parts may feel fast-paced for beginners lacking prior knowledge in marketing principles. - As with many online courses, the effectiveness of learning depends on self-motivation and engagement. In summary, if you're seeking a course that not only educates but also empowers you to make informed marketing decisions in a digital-first world, enroll in "Foundations of Digital Consumer Search and Marketing" today. Your future self will thank you for equipping yourself with the knowledge and skills vital for success in an increasingly digital marketplace.

Syllabus

Week 1

This week focuses on the foundations of digital marketing and how it transformed the marketing landscape. You will begin with a reflection on your motivation for joining the courses and expectations for your studies. We will then focus on concepts relevant to digital consumer engagement, including: Consumer Journey Mapping (CJM) and competitor benchmarking.

This week builds on the foundations of digital consumer search and marketing. You will begin the second week with an introduction to digital marketing communications. This week discusses various digital marketing channels, as well as push and pull digital marketing approaches. Additionally, the concept of digital consumer lifecycle is discussed and digital interactions are considered at the level of Business to Consumer (B2C), Consumer to Consumer (C2C), Business to Business (B2B) and Consumer to Business (C2B). The week finishes with a discussion on the digital consumer value proposition.

This week focuses on the forces of the external environment. You will consider the role of technology, as well as theories regarding adoption and diffusion of innovations, before analysing the role of competition and the influences of the economic environment. You will then look at Porter’s 5 Forces Model and the influences of the social and cultural environment. The week ends with a discussion of the influences of the legal and political environment, and how PESTLE analysis is applied in digital marketing strategy.

This week, you will further your understanding of the digital consumer and consider both demand analysis and conversion. You will then look at situation analysis and digital consumer profiles, before studying the concept of digital consumer experience management. This week provides a more focused look at competitor benchmarking and digital consumer journey maps. The final assessment of the first course is at the end of this week.