Contact FutureLearn for Support The Digital Economy: Selling Through Customer Insight - Online Course Skip main navigation
We use cookies to give you a better experience, if that’s ok you can close this message and carry on browsing. For more info read our cookies policy.
We use cookies to give you a better experience. Carry on browsing if you're happy with this, or read our cookies policy for more information.
Online course

The Digital Economy: Selling Through Customer Insight

Uncover new perspectives on the role and behaviour of your customers.

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

The Digital Economy: Selling Through Customer Insight

?
This course is part of the The Digital Economy program, which will enable you to thrive in the digital economy and earn 15 credits towards an MBA.

Why join the course?

No matter how sophisticated your marketing is, if it doesn’t result in attracting customers, then your business is set to fail. This free online course applies fresh thinking to how marketing and selling activities combine to create customers who keep coming back.

Build a holistic view of your customers

Perspectives on the role and behaviour of customers are changing, with marketers drawing on increasingly powerful information systems to build a holistic view of consumers.

In this course, you will develop an understanding of how customer relationship management breeds business development success and will critically evaluate accepted wisdom on how marketing influences customers. You will also learn how selling has transitioned from being a ‘foot in the door’ to having a ‘finger on the pulse’, using insight-driven approaches to win those all-important sales.

Thrive in the digital economy

The Digital Economy: Selling Through Customer Insight is one of four courses from The Open University about the digital economy, designed to help experienced managers get to grips with today’s technology-enabled business environment.

The course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.

Holders of FutureLearn Certificates of Achievement for all four Digital Economy courses can earn 15 UK credits towards The Open University Business School’s flexible MBA by passing a linked Open University assessment module (requiring separate OU registration and fee).

What topics will you cover?

  • 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

When would you like to start?

  • Date to be announced

What will you achieve?

By the end of the course, you'll be able to...

  • 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

Who is the course for?

This course is intended for anyone who wants to learn about attracting and retaining customers. No previous experience of studying sales or marketing is required, but some basic knowledge of how businesses work would be beneficial.

Find further information about OU registration, the assessment module and MBA in the entry requirements. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.

Who will you learn with?

Hilary Collins

Hilary is a strategic design academic with research interests in the economic and cultural role of the creative industries. She teaches OU courses in Strategy and Design Thinking

Who developed the course?

The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission is to be open to people, places, methods and ideas.

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

Get extra benefits, upgrade this course. For $79 you’ll get:

Unlimited access

Upgrading will mean you get unlimited access to the course.

  • Take the course at your own pace
  • Refer to the material at any point in future

If you’re taking a course for free you have access to the course for its duration + 14 days, regardless of when you join. If you upgrade the course you have access for as long as the course exists on FutureLearn.

Access to tests

When you upgrade you’ll have access to any tests during the course.

  • Validate your learning
  • Ensure you have mastered the material
  • Qualify for a certificate

To receive a Certificate of Achievement you need to take any tests and score over 70%. You don’t get access to tests if you choose to take a course for free.

A Certificate of Achievement

Upgrading means you’ll receive a Certificate of Achievement when you complete the course.

  • Prove your success when applying for jobs or courses
  • Celebrate your hard work
  • Display on your Linkedin or CV

To receive a Certificate of Achievement you need to mark 90% of the steps on the course as complete, and score over 70% on any course tests.