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Customer Understanding and Digital Marketing Channels

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Customer Understanding and Digital Marketing Channels

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Gain insight into a topic and learn the fundamentals.
4.7

252 reviews

Beginner level
No prior experience required
Flexible schedule
2 weeks at 10 hours a week
Learn at your own pace
96%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.7

252 reviews

Beginner level
No prior experience required
Flexible schedule
2 weeks at 10 hours a week
Learn at your own pace
96%
Most learners liked this course

Build your Leadership and Management expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate from Unilever

There are 4 modules in this course

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.

What's included

12 videos8 readings4 assignments2 discussion prompts

12 videos•Total 50 minutes
  • Welcome to Digital Marketing Analyst Professional certificate•4 minutes
  • Introduction to customer understanding and digital marketing channels•4 minutes
  • Overview of digital marketing•4 minutes
  • Emerging trends and opportunities in digital marketing•5 minutes
  • What's It Like?•4 minutes
  • Customer personas•4 minutes
  • Marketing funnels•4 minutes
  • Value propositions•3 minutes
  • Lanes of marketing transformation•4 minutes
  • Impact of technology on strategy and engagement•5 minutes
  • SOSTAC planning framework•5 minutes
  • Digital marketing summary•5 minutes
8 readings•Total 92 minutes
  • Unilever positioning statement•2 minutes
  • Digital Marketing Analyst Professional certificate syllabus•10 minutes
  • Digital marketing versus traditional marketing methods•10 minutes
  • The role of a digital marketing analyst•10 minutes
  • Impact of customer personas•10 minutes
  • Customer segmentation techniques•10 minutes
  • Role of value propositions in attracting and retaining customers•30 minutes
  • Leveraging digital channels•10 minutes
4 assignments•Total 75 minutes
  • Digital marketing overview•30 minutes
  • Digital marketing impact•15 minutes
  • Digital marketing fundamentals•15 minutes
  • Marketing transformation in the digital age•15 minutes
2 discussion prompts•Total 20 minutes
  • Introduce yourself and say hello to your classmates•10 minutes
  • What do you think?•10 minutes

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.

What's included

9 videos9 readings5 assignments

9 videos•Total 53 minutes
  • Welcome to understanding customer experience insights•4 minutes
  • Customer experience insights impact to marketing strategies•5 minutes
  • Use data to create a target audience profile•11 minutes
  • 5 Human factors design•7 minutes
  • Using data analytics to create meaningingful customer segments•5 minutes
  • Internal tools for segmenting customers•5 minutes
  • External tools for segmenting customers•5 minutes
  • Connecting customer experience, content marketing and brand storytelling•6 minutes
  • Customer segmentation, targeting and positioning summary•4 minutes
9 readings•Total 113 minutes
  • Customer experience insights•10 minutes
  • Methods to collect and analyze customer data to gain insights•10 minutes
  • Spreadsheet skills•13 minutes
  • Customer pain points, preferences and motivations•10 minutes
  • Demographic segmentation•10 minutes
  • Psychographic segmentation•10 minutes
  • Behaviorial segmentation•10 minutes
  • Compelling brand stories•10 minutes
  • Aligning content marketing efforts with objectives•30 minutes
5 assignments•Total 105 minutes
  • Customer segmentation, targeting and positioning•30 minutes
  • Customer experience insights•15 minutes
  • Customer segmentation•15 minutes
  • Customer experience and content•15 minutes
  • Activity: Creating a target audience profile•30 minutes

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.

What's included

9 videos11 readings4 assignments

9 videos•Total 57 minutes
  • Introduction business models and solutions•4 minutes
  • Introduction to eCommerce•5 minutes
  • Introduction to the 6Ps (or is it 7)•5 minutes
  • Distribution channels and place•7 minutes
  • Key components of a marketing mix strategy•11 minutes
  • Other top marketing strategies•6 minutes
  • Segmentation, targeting, and positioning (STP)•6 minutes
  • Developing a customer lifecycle management plan•9 minutes
  • Business models and solutions summary•4 minutes
11 readings•Total 127 minutes
  • Key e-commerce metrics and analytics: Customer acquisition•7 minutes
  • Key e-commerce metrics and analytics: Customer behavior and conversion•30 minutes
  • Types of e-commerce channels•10 minutes
  • Applying ANSOFF to develop distribution strategy•10 minutes
  • Selecting the right ecommerce channel using SOSTAC•10 minutes
  • Product development and management•10 minutes
  • Pricing strategies•10 minutes
  • Promotion and communication•10 minutes
  • People, process, and physical evidence•10 minutes
  • Situational analysis•10 minutes
  • Customer lifecycle management•10 minutes
4 assignments•Total 75 minutes
  • Business models and solutions•30 minutes
  • E-commerce channels•15 minutes
  • 6Ps of marketing•15 minutes
  • Other strategies•15 minutes

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.

What's included

13 videos20 readings6 assignments

13 videos•Total 57 minutes
  • Overview of digital marketing channels•2 minutes
  • Digital marketing channel: Websites•5 minutes
  • Digital marketing channel: Social media•5 minutes
  • Digital marketing channel: Mobile apps•4 minutes
  • Outbound digital channels•3 minutes
  • Performance metrics for outbound digital marketing efforts•2 minutes
  • KPIs for outbound digital tools•4 minutes
  • Inbound digital tools•5 minutes
  • Performance metrics for inbound digital tools•5 minutes
  • Selecting a customer journey map tool•5 minutes
  • Cross functional collaboration•4 minutes
  • Aligning the customer journey to optimize experience•8 minutes
  • The story of how a marketing analyst saved the day!•4 minutes
20 readings•Total 267 minutes
  • Digital marketing channel: Email•6 minutes
  • Other marketing strategies for the B2B environment•10 minutes
  • Outbound digital tools: Display advertising•10 minutes
  • Outbound digital tools: paid search•10 minutes
  • Outbound digital tools: Email marketing•10 minutes
  • What we did: outbound tools•5 minutes
  • Outbound digital tools: Social media advertising•11 minutes
  • Outbound digital tools: Influencer marketing•10 minutes
  • Outbound digital tools: Content syndication•10 minutes
  • Outbound digital tools: direct mail marketing•30 minutes
  • Inbound digital tools: Content marketing•10 minutes
  • Inbound digital tools: search engine optimization•10 minutes
  • Inbound digital tools: social media marketing•10 minutes
  • What we did: inbound tools•5 minutes
  • Inbound digital tools: Email marketing•10 minutes
  • Inbound digital tools: growth marketing•10 minutes
  • Developing an action plan•10 minutes
  • Constructing a customer journey map•30 minutes
  • Translating customer journey map into key takeaways•30 minutes
  • Customer understanding and digital marketing channels summary•30 minutes
6 assignments•Total 120 minutes
  • Consumer understanding and digital marketing channels•30 minutes
  • Activity: Communication objectives•30 minutes
  • Digital marketing channels•15 minutes
  • Outbound tools quiz•15 minutes
  • Inbound tools quiz•15 minutes
  • Action plans and customer journey maps•15 minutes

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Instructor

Instructor ratings
4.7 (68 ratings)
Unilever
8 Courses•89,040 learners

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Showing 3 of 252

JM
·

Reviewed on Nov 4, 2024

Really enjoyed it. Very beginner friendly and I learned a lot.

DE
·

Reviewed on Apr 13, 2025

I really like this course,especially chating with chatbox was really good idea to implement what I learned:) Thanks for your efforttt

VV
·

Reviewed on May 1, 2024

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

Frequently asked questions

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.

Yes, it is completely online. You can access your lectures and readings anytime and anywhere via the web or mobile device.

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.

We highly recommend taking the courses in the order presented, as the content builds on information from earlier lessons.

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.

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.

Financial aid available,