In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development.
Reshaping Consumer Search
Reshaping Consumer Search
This course is part of Digital Consumer Search and Marketing Specialization
Instructors: Athanasia Lampraki
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
14 hours to complete
3 weeks at 4 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Digital marketing strategy planning and development
The role of digital channels and omnichannel marketing
The role of 7Ps (product, price, place, promotion, segmentation, targeting and positioning) in digital marketing strategy planning
How to differentiate in the digital marketplace
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
21 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Digital Consumer Search and Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
This week focuses on digital marketing strategy planning and development. We will discuss the scope and importance of a digital marketing strategy, concentrating on elements of digital marketing strategy such as, SWOT analysis and target market strategy planning. We will then focus on concepts such as digital disruption, internal audit for digital marketing activities, and digital revenue metrics. This week ends with a discussion of target market strategy planning and its role in making a better connection between the company or brand with digital audiences.
What's included
4 videos6 readings6 assignments4 discussion prompts
This week focuses on the role of the marketing mix in digital marketing strategy planning and development. We will discuss the role of influencers in digital marketing strategy, the role of branding and launch of digital products, digital channels of distribution, and the importance of pricing in the digital marketplace. This week ends with a discussion of pricing strategies.
What's included
4 videos6 readings4 assignments5 discussion prompts
This week focuses on the role of promotion, processes, people and physical evidence in digital marketing planning and development. We will first examine promotion and advertising in the digital marketplace, before moving on to the role of processes in the digital marketing mix. This week will also focus on the importance of people in generating content and contributing to digital marketing strategy. Finally, this week ends with a discussion on the role of physical evidence in a digital marketing strategy.
What's included
4 videos6 readings5 assignments4 discussion prompts
This week builds on existing knowledge and further emphasises on segmentation, targeting and positioning as elements of digital marketing strategy planning and development. We will use existing knowledge to elaborate on strategic positioning and differentiation in the digital marketplace. The week ends with a discussion on the characteristics of digital marketing strategy for the future.
What's included
4 videos7 readings6 assignments1 peer review4 discussion prompts
Offered by
Recommended if you're interested in Marketing
University of Virginia Darden School Foundation
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
Illinois Tech
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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