The Digital Economy: Selling Through Customer Insight
In this online course from The Open University you will learn about:
- Marketing and Selling
- Customer Relationship Management,
- Customer Information Systems
- Digital Selling
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Duration: 4 weeks
Weekly study: 3 hours
This course is part of The Digital Economy program, which will enable you to thrive in the digital economy as well as earn 15 credits towards an MBA.
Build a holistic view of your customers
If it doesn’t result in attracting customers, your business is set to fail, no matter how sophisticated your marketing is
To create customers who keep coming back, this online course applies fresh thinking to how marketing as well as selling activities combine.
You will develop:
An understanding of how customer relationship management breeds business development success.
Critically evaluate accepted wisdom on how marketing influences customers
As well as learn how marketers increasingly draw on powerful information systems to build a holistic view of customers.
What topics you will cover?
- How technologies such as big data, the cloud as well as open-source are driving the digital economy.
- Insight in the context of sales.
- How the digital economy is enabled by customer insight.
- Tools as well as technologies that enable businesses to use big data to access as well as deliver value.
- How digital engagement works, as well as the importance of personalisation.
- How moving to digital selling is being enacted across the globe.
- Key trends in the digital economy as well as the impact on customer insight.
IMPORTANT! Aiming to use your study of courses in the Digital Economy program to obtain academic credit. Be aware that the final planned presentation of the Open University Assessment Course BXM871 Managing in the Digital Economy starts July 2020. Also ensure that you allow yourself enough time to obtain all four Certificates of Achievement from courses in the program before registering for the Assessment Course.
What will you achieve?
By the end of the course, you’ll be able to:
Demonstrate knowledge as well as critical understanding of how customers behave in the digital economy as well as describe the role of information systems in creating customer insight.
Explore as well as conduct theoretically-informed analysis of decision making in consumer and organisational markets as well as assess digital marketing communications against research-based criteria.
Apply exchange theory to a range of different business models to create mutual benefit for suppliers as well as buyers.
Apply as well as use insight-driven selling to improve performance, as well as engage with relevant ethical issues driven by the digital economy.
Who is the course for?
This course is intended for anyone who wants to learn about attracting and retaining customers. No previous experience of studying sales or marketing will be required, but some basic knowledge of how businesses work would be beneficial.
You can find further information about OU registration, the assessment module and MBA in the entry requirements.
Who will you learn with?
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.
Who developed the course?
The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission to be open to people, places, methods and ideas.
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