Is this program completely online?

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

Which jobs does this program prepare for?

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.

Do I need to take the courses in a specific order?

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

What will I get if I subscribe to this Certificate?

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.

Customer Understanding and Digital Marketing Channels

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Customer Understanding and Digital Marketing Channels

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

26,516 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

248 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

4 modules

Gain insight into a topic and learn the fundamentals.

248 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

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

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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 impact 15 minutes
Digital marketing fundamentals 15 minutes
Marketing transformation in the digital age 15 minutes
Digital marketing overview 30 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 experience insights 15 minutes
Customer segmentation 15 minutes
Customer experience and content 15 minutes
Activity: Creating a target audience profile 30 minutes
Customer segmentation, targeting and positioning 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

E-commerce channels 15 minutes
6Ps of marketing 15 minutes
Other strategies 15 minutes
Business models and solutions 30 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

Digital marketing channels 15 minutes
Outbound tools quiz 15 minutes
Inbound tools quiz 15 minutes
Action plans and customer journey maps 15 minutes
Consumer understanding and digital marketing channels 30 minutes
Activity: Communication objectives 30 minutes

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Instructor

Instructor ratings

(67 ratings)

Unilever Team

Unilever

8 Courses 82,014 learners

Offered by

Unilever

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Reviewed on Apr 6, 2025

The course will really help us to understanding the basic to be a Good Digital Marketing Analyst. Thankyou!

Reviewed on Feb 23, 2025

Course was intense but provided good insight into understanding the topic

Reviewed on May 1, 2024

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

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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.

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.