Is this program completely online?

Yes, it is completely online. You can access your lectures and readings anytime and anywhere via the web or mobile device.

Which jobs does this program prepare for?

This program prepares you for entry-level jobs as SEO Specialist, Digital Marketing Analyst, Content Marketing Coordinator, Social Media Coordinator, Marketing Assistant, or CRM Coordinator.

Do I need to take the courses in a specific order?

We highly recommend taking the courses in the order presented, as the content builds on information from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Customer Understanding and Digital Marketing Channels

Ends soon! Save on skills that make you shine with 40% off 3 months of Coursera Plus. Save now

Customer Understanding and Digital Marketing Channels

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

27,582 already enrolled

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

252 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

252 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your Leadership and Management expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Unilever

There are 4 modules in this course

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.

What's included

12 videos8 readings4 assignments2 discussion prompts

12 videosTotal 50 minutes

Welcome to Digital Marketing Analyst Professional certificate4 minutes
Introduction to customer understanding and digital marketing channels4 minutes
Overview of digital marketing4 minutes
Emerging trends and opportunities in digital marketing5 minutes
What's It Like?4 minutes
Customer personas4 minutes
Marketing funnels4 minutes
Value propositions3 minutes
Lanes of marketing transformation4 minutes
Impact of technology on strategy and engagement5 minutes
SOSTAC planning framework5 minutes
Digital marketing summary5 minutes

8 readingsTotal 92 minutes

Unilever positioning statement2 minutes
Digital Marketing Analyst Professional certificate syllabus10 minutes
Digital marketing versus traditional marketing methods10 minutes
The role of a digital marketing analyst10 minutes
Impact of customer personas10 minutes
Customer segmentation techniques10 minutes
Role of value propositions in attracting and retaining customers30 minutes
Leveraging digital channels10 minutes

4 assignmentsTotal 75 minutes

Digital marketing impact15 minutes
Digital marketing fundamentals15 minutes
Marketing transformation in the digital age15 minutes
Digital marketing overview30 minutes

2 discussion promptsTotal 20 minutes

Introduce yourself and say hello to your classmates10 minutes
What do you think?10 minutes

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.

What's included

9 videos9 readings5 assignments

9 videosTotal 53 minutes

Welcome to understanding customer experience insights4 minutes
Customer experience insights impact to marketing strategies5 minutes
Use data to create a target audience profile11 minutes
5 Human factors design7 minutes
Using data analytics to create meaningingful customer segments5 minutes
Internal tools for segmenting customers5 minutes
External tools for segmenting customers5 minutes
Connecting customer experience, content marketing and brand storytelling6 minutes
Customer segmentation, targeting and positioning summary4 minutes

9 readingsTotal 113 minutes

Customer experience insights10 minutes
Methods to collect and analyze customer data to gain insights10 minutes
Spreadsheet skills13 minutes
Customer pain points, preferences and motivations10 minutes
Demographic segmentation10 minutes
Psychographic segmentation10 minutes
Behaviorial segmentation10 minutes
Compelling brand stories10 minutes
Aligning content marketing efforts with objectives30 minutes

5 assignmentsTotal 105 minutes

Customer experience insights15 minutes
Customer segmentation15 minutes
Customer experience and content15 minutes
Activity: Creating a target audience profile30 minutes
Customer segmentation, targeting and positioning30 minutes

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.

What's included

9 videos11 readings4 assignments

9 videosTotal 57 minutes

Introduction business models and solutions4 minutes
Introduction to eCommerce5 minutes
Introduction to the 6Ps (or is it 7)5 minutes
Distribution channels and place7 minutes
Key components of a marketing mix strategy11 minutes
Other top marketing strategies6 minutes
Segmentation, targeting, and positioning (STP)6 minutes
Developing a customer lifecycle management plan9 minutes
Business models and solutions summary4 minutes

11 readingsTotal 127 minutes

Key e-commerce metrics and analytics: Customer acquisition7 minutes
Key e-commerce metrics and analytics: Customer behavior and conversion30 minutes
Types of e-commerce channels10 minutes
Applying ANSOFF to develop distribution strategy10 minutes
Selecting the right ecommerce channel using SOSTAC10 minutes
Product development and management10 minutes
Pricing strategies10 minutes
Promotion and communication10 minutes
People, process, and physical evidence10 minutes
Situational analysis10 minutes
Customer lifecycle management10 minutes

4 assignmentsTotal 75 minutes

E-commerce channels15 minutes
6Ps of marketing15 minutes
Other strategies15 minutes
Business models and solutions30 minutes

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.

What's included

13 videos20 readings6 assignments

13 videosTotal 57 minutes

Overview of digital marketing channels2 minutes
Digital marketing channel: Websites5 minutes
Digital marketing channel: Social media5 minutes
Digital marketing channel: Mobile apps4 minutes
Outbound digital channels3 minutes
Performance metrics for outbound digital marketing efforts2 minutes
KPIs for outbound digital tools4 minutes
Inbound digital tools5 minutes
Performance metrics for inbound digital tools5 minutes
Selecting a customer journey map tool5 minutes
Cross functional collaboration4 minutes
Aligning the customer journey to optimize experience8 minutes
The story of how a marketing analyst saved the day!4 minutes

20 readingsTotal 267 minutes

Digital marketing channel: Email6 minutes
Other marketing strategies for the B2B environment10 minutes
Outbound digital tools: Display advertising10 minutes
Outbound digital tools: paid search10 minutes
Outbound digital tools: Email marketing10 minutes
What we did: outbound tools5 minutes
Outbound digital tools: Social media advertising11 minutes
Outbound digital tools: Influencer marketing10 minutes
Outbound digital tools: Content syndication10 minutes
Outbound digital tools: direct mail marketing30 minutes
Inbound digital tools: Content marketing10 minutes
Inbound digital tools: search engine optimization10 minutes
Inbound digital tools: social media marketing10 minutes
What we did: inbound tools5 minutes
Inbound digital tools: Email marketing10 minutes
Inbound digital tools: growth marketing10 minutes
Developing an action plan10 minutes
Constructing a customer journey map30 minutes
Translating customer journey map into key takeaways30 minutes
Customer understanding and digital marketing channels summary30 minutes

6 assignmentsTotal 120 minutes

Digital marketing channels15 minutes
Outbound tools quiz15 minutes
Inbound tools quiz15 minutes
Action plans and customer journey maps15 minutes
Consumer understanding and digital marketing channels30 minutes
Activity: Communication objectives30 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(68 ratings)

Unilever Team

Unilever

8 Courses86,530 learners

Offered by

Unilever

Explore more from Leadership and Management

Status: Free Trial
IBM
Introduction to Digital Marketing
Course
Status: Free Trial
Simplilearn
Digital Marketing Landscape
Course
Status: Free Trial
University of Illinois Urbana-Champaign
Digital Marketing: Customer Engagement Strategy
Course
Status: Free Trial
Digital Marketing Institute
Digital Channel Planning Strategy
Course

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

5 stars
80.95%
4 stars
14.28%
3 stars
1.19%
2 stars
2.77%
1 star
0.79%

Showing 3 of 252

Reviewed on Apr 6, 2025

The course will really help us to understanding the basic to be a Good Digital Marketing Analyst. Thankyou!

Reviewed on Aug 2, 2025

Very much informative Course to learn about Customer Understanding & Digital Marketing Channels!

Reviewed on May 1, 2024

Really so useful information , videos was good and content and assignments are best 👌👍

View more reviews

Frequently asked questions

Entry-Level professionals looking to start a new career as a Digital Marketing Analyst. Interested learners may be making a career switch, currently have marketing experience, or have minimal experience in data analytics. Professionals with strong public relations, communications, problem solving, time management, interpersonal, and organizational skills.

Experience with spreadsheets such as Microsoft Excel or Google Sheets and presentation slides such as Microsoft PowerPoint or Google Slides is a plus but not required.

A digital marketing analyst utilizes data analysis tools and methodologies to evaluate the effectiveness of marketing campaigns, assess user engagement, and derive insights to optimize marketing strategies across various digital channels. They synthesize data from multiple sources, create comprehensive reports, and collaborate with marketing teams to enhance campaign performance and improve the overall digital presence of a brand or organization.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.