Master Digital Marketing: Introduction to Marketing

Boost your marketing skills as you explore the rise of the digital landscape and what makes an effective marketing strategy.
Hosted by FutureLearn
Provided by The Left Bank
Taught by Daniela Piedrahita
No fee required
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Discover the evolution of modern marketing strategies

Understanding human behaviour is key to carry out effective marketing. When you investigate the marketing tactics that have worked over time as well as the elements that continue to change, you gain a deeper insight into your customers’ motivations to help you make informed marketing decisions.

On this three-week course, you’ll explore the historical principles of marketing and fundamental theories that underpin everything we still do today.

With an understanding of the proven marketing techniques as well as a look into the new methods used in the digital landscape, you’ll know what to include in your own marketing strategies.

Reach your audience using Maslow’s hierarchy of needs

You’ll examine different models for understanding and planning your strategies, including the hub and spoke, and Maslow’s hierarchy of needs.

With this knowledge, you’ll develop an understanding of human behaviour and motivations which will help influence your marketing techniques.

Discover the best ways to promote your business with the seven key marketing channels

In today’s digital world, it’s important to understand which of the many marketing channels work for you.

You’ll look at marketing via; word-of-mouth, podcast, email, social media, Search Engine Optimisation, influencer, and video to understand how to choose the right channel to connect with your audience at the right time.

Learn how to create a successful marketing strategy

Finally, you’ll examine case studies of digital transformation to understand the importance of evolving and embracing digital.

You’ll then be guided through the process of establishing a digital strategy so you can start to implement marketing tactics in your organisation.

This course is designed for aspiring marketers seeking the next step in your career in digital marketing.

It provides a strong foundation of marketing knowledge to build on across other courses.

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