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Understanding Consumer Behaviour and Digital Marketing Plans

Explore concepts regarding consumer behaviour and marketing plans within digital marketing.

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  • Duration

    2 weeks

  • Weekly study

    1 hour
Overview
Requirements

Delve into consumer behaviour and marketing plans within digital marketing

In this course, we will consider contemporary customer communications and the significance of creating value for customers. We will explore the importance of digital marketing strategies for consumer behaviour and decision making, as well as, the significance of creating value for customers and capturing value from customers in return within a highly competitive marketplace.

We will also explore the challenges which marketers face in implementing digital marketing plans, while considering opportunities to develop more effective marketing strategies.

What topics will you cover?

  • Consumer nature
  • Consumer touchpoints
  • Buyer personas
  • Creating brand value
  • Traditional funnel vs loyalty loop
  • Market-oriented strategic planning
  • G-STIC framework
  • Marketing plans
  • SOSTAC marketing planning model

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.

Who is the course for?

Students of the MSc Digital Marketing with Data Analytics degree

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

    1992

  • Location

    Coventry

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

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