Course overview

Today, consumers call the shots more than ever. Thanks to the Internet, they can make informed decisions by searching for information, comparing competing products or services and even by connecting with other consumers. Be honest: have you been underestimating them?

What you will learn

Digital technologies have also transformed how business is conducted, especially marketing. Furthermore, marketers can now gather and analyse huge quantities of data about consumers – how they behave, what their preferences are, and how they are likely to respond to marketing messages. During this course, discover how social media has become a driving force for empowering consumers, what makes them so powerful, why two way communication with consumers is important and how you can make the most of the data that is now available to you.
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