No matter how sophisticated your marketing is, if it doesn’t result in attracting customers, then your business is set to fail. This free online course applies fresh thinking to how marketing and selling activities combine to create customers who keep coming back.
Build a holistic view of your customers
Perspectives on the role and behaviour of customers are changing, with marketers drawing on increasingly powerful information systems to build a holistic view of consumers.
In this course, you will develop an understanding of how customer relationship management breeds business development success and will critically evaluate accepted wisdom on how marketing influences customers. You will also learn how selling has transitioned from being a ‘foot in the door’ to having a ‘finger on the pulse’, using insight-driven approaches to win those all-important sales.
Thrive in the digital economy
The Digital Economy: Selling Through Customer Insight is one of four courses from The Open University about the digital economy, designed to help experienced managers get to grips with today’s technology-enabled business environment.
The course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.
Holders of FutureLearn Certificates of Achievement for all four Digital Economy courses can earn 15 UK credits towards The Open University Business School’s flexible MBA by passing a linked Open University assessment module (requiring separate OU registration and fee).
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
What will you achieve?
- 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
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