• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Digital Marketing: Personas and User Journeys

Understand and develop user personas and user journey maps to create highly effective digital marketing.

A woman in a black jumper and glasses is on a laptop in her kitchen.
  • Duration

    2 weeks
  • Weekly study

    3 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 2 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Discover how you can capture the attention of your target audience

In a world where digital marketing is constantly evolving and changing, it is harder than ever to gain the attention of your audience.

On this two-week course, you’ll learn how to develop marketing plans that put your organisation in the right place, at the right time for your audience. You’ll learn how to optimise your digital activity to ensure its impact is always maximised, so you can be sure you’ll get ahead of your competitors.

Explore user-centred design to keep your consumers at the heart of your planning

In any digital marketing planning, it is essential that you focus on understanding your target audience and their journey online. This course will help you develop critical knowledge of user personas and user journey mapping techniques that allow you to do exactly that.

You’ll discover the essential core principles of user-centred design and apply them to personas and user journeys. This is crucial to keep your target audience at the heart of your digital marketing activity. Once you become familiar with these, they’ll allow you to build digital marketing plans that align your audience objectives with your business goals.

Designed by digital marketing experts, Target Internet with The Open University

Lead Educator Daniel Rowles, CEO of Target Internet, is an award-winning author and the voice of the Digital Marketing Podcast. A leading practitioner, you’ll gain insights from his years of experience working with brands such as BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

You’ll learn through engaging videos and activities that will help you cement your knowledge in digital marketing and allow you to apply what you’ve learnt to your work straight away.

What topics will you cover?

  • What are personas in digital marketing?
  • Developing personas for digital marketing
  • Using and refining personas
  • What are user journey maps in digital marketing?
  • User journey mapping for digital marketing
  • Using user journey maps to create best practice digital marketing

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

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

  • Explain your understanding of the user centred design concepts of user personas and user journey mapping 
  • Describe how applying the principles of personas and user journey mapping lead to a user centric approach to digital marketing 
  • Reflect on the importance of an iterative approach to digital marketing with a user centric focus
  • Discuss how the alignment of user objectives and organisational objectives can lead to highly effective digital marketing 

Who is the course for?

This course is designed for anyone who would like to increase their awareness and understanding of digital marketing. You don’t need any prior digital marketing knowledge, although any work experience will help contextualise and enhance your learning.

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Build core digital marketing skills and knowledge to plan and implement first-class digital campaigns

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn