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

本课程是 Unilever Digital Marketing Analyst 专业证书的一部分

位教师：Unilever Team

22,671 人已注册

包含在 Coursera Plus 中

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4个模块

深入了解一个主题并学习基础知识。

4.7

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初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

自行安排学习进度

96%

大多数学生喜欢此课程

4个模块

深入了解一个主题并学习基础知识。

4.7

（225 条评论）

初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

自行安排学习进度

96%

大多数学生喜欢此课程

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作业

19 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Leadership and Management 领域的专业知识

本课程是 Unilever Digital Marketing Analyst 专业证书专项课程的一部分

在注册此课程时，您还会同时注册此专业证书。

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通过实践项目培养工作相关技能
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该课程共有4个模块

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.

涵盖的内容

12个视频8篇阅读材料4个作业2个讨论话题1个插件

12个视频总计50分钟

Welcome to Digital Marketing Analyst Professional certificate4分钟
Introduction to customer understanding and digital marketing channels4分钟
Overview of digital marketing4分钟
Emerging trends and opportunities in digital marketing4分钟
What's It Like?3分钟
Customer personas3分钟
Marketing funnels4分钟
Value propositions3分钟
Lanes of marketing transformation3分钟
Impact of technology on strategy and engagement5分钟
SOSTAC planning framework4分钟
Digital marketing summary4分钟

8篇阅读材料总计92分钟

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

4个作业总计75分钟

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

2个讨论话题总计20分钟

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

1个插件总计20分钟

Dialogue: Your digital marketing analyst journey20分钟

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.

涵盖的内容

9个视频9篇阅读材料5个作业1个插件

9个视频总计52分钟

Welcome to understanding customer experience insights4分钟
Customer experience insights impact to marketing strategies4分钟
Use data to create a target audience profile10分钟
5 Human factors design7分钟
Using data analytics to create meaningingful customer segments5分钟
Internal tools for segmenting customers5分钟
External tools for segmenting customers5分钟
Connecting customer experience, content marketing and brand storytelling5分钟
Customer segmentation, targeting and positioning summary4分钟

9篇阅读材料总计113分钟

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

5个作业总计105分钟

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

1个插件总计20分钟

Dialogue: Customer segmentation20分钟

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.

涵盖的内容

9个视频11篇阅读材料4个作业

9个视频总计56分钟

Introduction business models and solutions4分钟
Introduction to eCommerce4分钟
Introduction to the 6Ps (or is it 7)4分钟
Distribution channels and place7分钟
Key components of a marketing mix strategy10分钟
Other top marketing strategies5分钟
Segmentation, targeting, and positioning (STP)5分钟
Developing a customer lifecycle management plan8分钟
Business models and solutions summary4分钟

11篇阅读材料总计127分钟

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

4个作业总计75分钟

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

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.

涵盖的内容

13个视频20篇阅读材料6个作业

13个视频总计57分钟

Overview of digital marketing channels1分钟
Digital marketing channel: Websites5分钟
Digital marketing channel: Social media5分钟
Digital marketing channel: Mobile apps4分钟
Outbound digital channels3分钟
Performance metrics for outbound digital marketing efforts1分钟
KPIs for outbound digital tools4分钟
Inbound digital tools5分钟
Performance metrics for inbound digital tools5分钟
Selecting a customer journey map tool5分钟
Cross functional collaboration4分钟
Aligning the customer journey to optimize experience7分钟
The story of how a marketing analyst saved the day!3分钟

20篇阅读材料总计266分钟

Digital marketing channel: Email6分钟
Other marketing strategies for the B2B environment10分钟
Outbound digital tools: Display advertising10分钟
Outbound digital tools: paid search10分钟
Outbound digital tools: Email marketing10分钟
What we did: outbound tools5分钟
Outbound digital tools: Social media advertising11分钟
Outbound digital tools: Influencer marketing10分钟
Outbound digital tools: Content syndication9分钟
Outbound digital tools: direct mail marketing30分钟
Inbound digital tools: Content marketing10分钟
Inbound digital tools: search engine optimization10分钟
Inbound digital tools: social media marketing10分钟
What we did: inbound tools5分钟
Inbound digital tools: Email marketing10分钟
Inbound digital tools: growth marketing10分钟
Developing an action plan10分钟
Constructing a customer journey map30分钟
Translating customer journey map into key takeaways30分钟
Customer understanding and digital marketing channels summary30分钟

6个作业总计120分钟

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

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位教师

授课教师评分

4.7 (61个评价)

Unilever Team

Unilever

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学生评论

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已于 Sep 7, 2024审阅

The information was clear and the flow was easy to understand

已于 May 1, 2024审阅

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

已于 Jul 27, 2025审阅

Very exhaustive and informative course, very beneficial for all aspiring to learn the basics and launch a career in this domain.

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常见问题

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.