Free Online course
The Digital Economy:
Selling Through Customer Insight
6 Jan, 30 Mar 2020
The Digital Economy:
Selling Through Customer Insight
6 Jan, 30 Mar 2020
No matter how sophisticated your marketing is, if it doesn’t result in attracting customers, your business is set to fail.
This online course applies fresh thinking to how marketing and selling activities combine to create customers who keep coming back.
You will develop an understanding of how customer relationship management breeds business development success; critically evaluate accepted wisdom on how marketing influences customers; and learn how marketers increasingly draw on powerful information systems to build a holistic view of customers.
What topics will you cover?
- How technologies such as big data, the cloud and open-source are driving the digital economy
- Insight in the context of sales
- How customer insight is enabled by the digital economy
- Tools and technologies that enable businesses to use big data to access and deliver value
- How digital engagement works, and the importance of personalisation
- How the move to digital selling is being enacted across the globe
- Key trends in the digital economy and the impact on customer insight
- Demonstrate knowledge and critical understanding of how customers behave in the digital economy and describe the role of information systems in creating customer insight
- Apply exchange theory to a range of different business models to create mutual benefit for suppliers and buyers
- Explore and conduct theoretically-informed analysis of decision making in consumer and organisational markets and assess digital marketing communications against research-based criteria
- Apply and use insight-driven selling to improve performance, and engage with relevant ethical issues driven by the digital economy
This course is intended for anyone who wants to learn about attracting and retaining customers. No previous experience of studying sales or marketing is required, but some basic knowledge of how businesses work would be beneficial.
Who will you learn with?
Hilary Collins: Hilary is a strategic design academic with research interests in the economic and cultural role of the creative industries. She teaches OU courses in Strategy and Design Thinking
Moreinfo: https://www.futurelearn.com/courses/customer-insight
