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
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.
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
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.
Find further information about OU registration, the assessment module and MBA in the entry requirements.
If you are aiming to use your study of courses in the Digital Economy program to obtain academic credit, please be aware that the final planned presentation of the Open University Assessment Course BXM871 Managing in the Digital Economy starts July 2020. Please 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. Details of runs of the relevant FutureLearn courses in 2019 and 2020 are available here.