Module 3

Overview

This module is designed to show how marketers organise and understand consumer behaviour in relation to the brand, and how they engage their audience.

You’ll learn how businesses and organisations can use different digital touchpoints – such as search, display and content – across the customer journey to deliver a successful integrated marketing strategy that drives awareness, sales and advocacy.

By the end of this module, you should be able to:

  • Map a customer journey using key touchpoints and a marketing framework.
  • Know the basic principles of search and display, in addition to the different roles they play in the customer journey.
  • Examine how consumers and brands are using video and storytelling, plus the value of content in the customer journey.
  • Demonstrate originality in the application of knowledge and tools to develop an integrated marketing campaign.

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