This video will give you an overview of the key topics and structure of the Digital Consumer Search and Marketing Specialization. The first course of this specialization, foundations of consumer search and digital marketing strategy, will form the basis of your knowledge. You will develop your understanding of the fundamentals of digital marketing and how it has transformed the marketing landscape. By the end of this course, you will have developed your understanding of key topics, such as the fundamentals of content marketing, digital consumer engagement, digital consumer journey mapping, digital consumer life cycle, digital consumer value proposition, the influence of the external environment on digital marketing. You will also have the opportunity to discuss topics, such as digital consumer experience management, competitor benchmarking, and creating additional customer journey map with your peers. In the end of course assignment, you'll reflect on the key points from this course and consider how they can be applied in a real-life context. The second course reshaping consumer search focuses on gaining an understanding of digital marketing strategy planning and development. By the end of this course, you will have developed your understanding of key topics, such as the importance of a digital marketing strategy, the effects of digital disruptors, the role of SWOT analysis in digital marketing, how companies connect with target markets in the digital marketplace, segmentation, targeting and positioning, the role of the marketing mix in digital marketing strategy. You will have the opportunity to apply your knowledge by creating your own digital marketing strategy plan in the end of course assignment. In reimagining consumer experience, the third course of this specialization, you will focus on implementation and practice of a connected digital marketing strategy. By the end of this course, you will have developed your understanding of key topics, such as marketing automation and conflict in online communities, sales funnel, search engine marketing and management, the implementation of search engine optimization or SEO, paid search marketing, online public relations, influencer relationship management, online partnerships, affiliate marketing. You will have the opportunity to discuss email marketing and mobile messaging, viral marketing, direct marketing and traffic building with your fellow learners. In the end of course assignment, you will relate your knowledge in a real-life context with an analysis of a company's successful digital marketing strategy. The final course of the specialization sensing consumer insights focuses on assessing the effectiveness of digital marketing strategies through the use of marketing analytics. By the end of this course, you will have developed your understanding of key topics, such as performance measurement in digital channels, content and site management in relation to consumer experiences, the importance of monitoring assessment of the effectiveness of digital marketing. Throughout this specialization, you will consider how the topics relate to a company or brand of your choosing. You will be asked to analyze how successfully the company has implemented these topics and to identify areas that can be improved. We hope you enjoy the specialization.
