Customer Understanding and Digital Marketing Channels

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

• Define key digital marketing concepts including customer personas and segmentation
• Describe the digital marketing analyst role in decision-making
• Explain components of the SOSTAC marketing planning framework
• Identify tools supporting customer experience insight and segmentation
• Understand the link between customer experience, content marketing, and branding
• Describe the application of the 6Ps model in marketing mix

• Basic computer and internet skills
• Ability to follow instructions and complete exercises