Certificate of Achievement
has completed the following course:
The Digital Economy: Selling Through Customer Insight
The course outlined how perspectives on the role and behaviour of customers are changing as marketers draw on increasingly sophisticated information systems, combining internal and external data to build a holistic view of buyers in both consumer and organisational markets. The course covered how customer relationship management breeds business development success. It outlined how marketing influences customers, and the transitions involved in insight-driven selling.
4 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Demonstrate knowledge and critical understanding of how customers behave in the digital economy and describe the role of information systems in creating customer insight
- Apply exchange theory to a range of different business models to create mutual benefit for suppliers and buyers
- Explore and conduct theoretically-informed analysis of decision making in consumer and organisational markets and assess digital marketing communications against research-based criteria
- Apply and use insight-driven selling to improve performance, and engage with relevant ethical issues driven by the digital economy
Syllabus
- How technologies such as big data, the cloud and open-source are driving the digital economy
- Insight in the context of sales
- How customer insight is enabled by the digital economy
- Tools and technologies that enable businesses to use big data to access and deliver value
- How digital engagement works, and the importance of personalisation
- How the move to digital selling is being enacted across the globe
- Key trends in the digital economy and the impact on customer insight
Issued on 15th May 2017
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.