Aspire Journeys

Marketing in the Digital World

  • 34 Courses | 14h 34m 5s
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The growth of mobile devices and social media have dramatically changed how consumers interact online, and it's up to organizations to adapt.  To get the most out of Digital Marketing, it's important to understand the vital fundamentals in digital marketing touchpoints and transformation including the consumer's behaviors and expectations in today's digital marketplace.  Learn strategies to help optimize digital marketing in your organization.

Digital marketing can greatly increase your customer audience, but first you must know how to start.  Learn more about digital opportunities and strategies.

  • 4 Courses | 1h 53m 4s

Digital Marketing through Websites and Email

Today, when customers have a need or a problem to solve, the first step is to search for an answer online.  Learn more about how customers search for solutions to their needs and how businesses can match those searches with the right online presence.

  • 6 Courses | 3h 14m 26s

Social Selling using Social Media

Learn more about the most popular social media tools, and how personal branding and an active community can be a real differentiator for your organization, and how it can support your overall business objectives.

  • 5 Courses | 2h 16m 49s

Customer Service in a Digital World

Learn about the importance of using social media and other digital tools to support your customers, and how companies are adapting to this new way of addressing customer issues.

  • 8 Courses | 3h 6m 37s

Digital Challenges and Risks

Without careful management, risks can easily get out of hand, especially in a social media environment.  Learn about strategies for managing digital challenges and risks.

  • 5 Courses | 1h 54m 28s

Embracing a Digital Mindset

A digital mindset means understanding the power of digital technology to transform interactions within the business, and can help you gain a richer set of customer insights by analyzing the way they interact with your organization through your digital assets.  Explore the customer and company benefits of adopting a digital mindset.

  • 6 Courses | 2h 8m 41s

COURSES INCLUDED

Embracing the Digital Opportunity
The growth of mobile devices and social media have dramatically changed how consumers interact online. This has had a profound effect on how businesses market services and products to their customers. The facts about Digital are compelling. People prefer to interact online, mobile devices now account for over 50 percent of web page views, the current worldwide total number of Internet users is 4.5 billion, and social media users worldwide represent 3.2 billion people. In this course, you'll learn how digital provides opportunities for understanding the customer journey, creating sustainable business growth, and fostering more highly functioning organizations, teams, and individuals. You'll also learn how organizations can benefit from applying digital technologies and practices to their marketing plans and strategies. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
7 videos | 28m has Assessment available Badge
Digital Transformation Insights: Marketing, Sales & Engineering Functions
By leveraging digital transformation in your marketing, sales, and engineering functions, you can gain insights into customer needs, increase efficiencies in your development cycles, and foster an environment of innovative capabilities and development. In this course you'll learn about techniques for digitally transforming service delivery models, product and service development processes, and engineering and construction activities. You'll also learn about the key benefits of digital mapping and biomimicry.
7 videos | 46m has Assessment available Badge
Design Thinking for Innovation: Defining Opportunities
Engaging with stakeholders produces valuable data, which can be constructively used for analyzing the stakeholder experience. In this course, you will learn how to translate data into actionable insights and define opportunities through tools like experience mapping and affinity clustering. This course was developed with subject matter provided by PDD. (www.pddinnovation.com)
7 videos | 31m has Assessment available Badge Certification PMI PDU
Framing Opportunities for Effective Data-driven Decision Making
Framing opportunities for effective data-driven decision making involves documenting a specific opportunity and desired business outcome. This helps to ensure that you focus resources on the right analysis, at the right time, and with the right approach. In this course, you will learn how to frame a problem by asking the right questions. You'll also learn about identifying and testing assumptions. Finally, you'll learn how to create an effective problem statement. This course was developed with subject matter provided by the International Institute for Analytics.  (www.iianalytics.com)
6 videos | 31m has Assessment available Badge Certification PMI PDU
Building a Digital Market via Websites and Email
According to recent research, over 90% of business-to-business customers carry out online research before they make a purchase decision. It’s clear that it’s important for every business to have an online presence. Today, when customers have a need or a problem to solve, the first step is to search for an answer online.
In this course, you’ll learn about how customers search for solutions to their needs and how businesses can match those searches with the right online presence.
You’ll also learn how an online presence can be designed to engage and connect with customers, building strong relationships to support your business, as well as how you can increase conversion by optimizing your website content for searches.
Finally, you’ll examine the role of email marketing, which continues to provide one of the highest returns on investment of any digital channel by examining the key elements of compelling email communications, including how they align to your customer’s journey, and how they can help you to achieve your business objectives. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
9 videos | 38m has Assessment available Badge
Reaching Customers Digitally
Every company knows that to attract new customers and retain existing ones, they must be able to harness the opportunities that the internet provides. To reach this target market online, you’ll need an effective digital marketing strategy. In this course, you'll learn about marketing communication strategies that will help you connect with your customers. You’ll explore the digital marketing funnel, which can lead your customers from considering your product or service to actually buying it. In addition, you’ll learn about digital marketing planning and the role of social media in marketing.
7 videos | 17m has Assessment available Badge
Helping Customers Find You
In addition to social media marketing, many companies are now using search engine marketing (SEM) to reach out to their target markets. SEM is one of the most powerful digital marketing tools available, eclipsing traditional advertising. In this course, you'll learn about the importance of SEM, and how it can help bump your site to the top of a search engine results page. You’ll explore search engine optimization (SEO), as well as organic tactics for improving your website’s ranking. You’ll learn about offsite strategies to help you leverage external organizations. And you’ll also discover paid for search tactics to help you target interested customers in your market.
6 videos | 15m has Assessment available Badge
Expert Insights on Digital Marketing
Learn from the top experts about cutting-edge digital marketing topics such as real-time marketing, buyer personas, and persuasive value propositions.
23 videos | 1h available Badge
Traditional and Online Distribution and Ethics in the Marketing Mix
Although using an advertisement may be an important aspect of your marketing strategy, there’s much more to marketing than just finding the best way to advertise your products or services. There’s also the vital process of how your product gets all the way from the producer into the hands of your target customers – the product distribution. This process has changed immeasurably with the invention of the Internet, and, just as with online advertising, it brings about a whole new range of concerns related to ethics. In this course, you’ll learn about the importance of an effective distribution model and selection of a distribution channel. You’ll also learn key distribution strategies and systems, how to select and manage distributors, online distribution opportunities, and e-marketing.
8 videos | 31m has Assessment available Badge
The Basics of Marketing
Successful marketing is about optimizing the value you offer customers, as well as the value you get from them in return. Understanding its function will help you better understand the relationship that companies need to build with their customers. Knowing how to effectively advertise and use each distribution channel will help you stand out from the competition. In this course, you'll learn about the key functions of modern marketing and its link to overall corporate strategy. You'll also consider the role of advertising and distribution in digital marketing. Finally, you'll learn about the foundations for creating a marketing strategy and making the most of each advertisement in your distribution model.
8 videos | 31m has Assessment available Badge
Social Media and Social Selling
More than ever, people are using social media. They aren’t just interacting with friends, but with businesses as well. Today, customers expect businesses to reach them on social media. As a result, social media not only gives businesses invaluable customer data, it provides an effective way to promote products and services to grow the business as well. In this course, you’ll learn the key features and benefits of social media for businesses, and become familiar with its key concepts and terminology, essential to understanding the role it can play in engaging with customers, providing support, advertising, and generating business. You’ll also learn about the most popular social media tools, and how personal branding and an active community can be a real differentiator for your organization, and how it can support your overall business objectives. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
10 videos | 41m has Assessment available Badge
Effective Digital Community Management
In today's business environment, a positive social media presence is vital for success. Having someone responsible for online community management can help ensure that your online communities are getting the most from your social media marketing. In this course, you'll learn about the benefits and capabilities of community management as part of your overall digital marketing strategy. You’ll explore the four pillars of effective digital community management and the elements to include in your organization’s digital community management strategy. You'll also learn considerations and best practices for monitoring and engaging online communities, and you'll explore digital community management trends.
6 videos | 26m has Assessment available Badge Certification PMI PDU
Leveraging Social Media for Persuasive Communication
Social media is one of the most vital technologies companies can use to attract, connect with, and retain customers. If you want to meet customers where they are, that's the place to be. In this course, you'll learn why social media is such an important tool of persuasion for businesses. You’ll explore how companies use social media today as a key component of a persuasive communication strategy. You’ll also learn how to analyze your organization’s social media channels and marketing strategies to strengthen and maintain your relationship with your customers.
7 videos | 22m has Assessment available Badge Certification PMI PDU
Expert Insights on Social Media Marketing
Strong branding is a must if you want to capitalize on a market that is viewed millions of times daily: social media. Uncover ways to optimize your social media presence.
13 videos | 35m available Badge
Managing Your Corporate Reputation Online
Social media pages, user review sites, and online communities are some common digital marketing tools used to connect with your target market. These tools, however, can also be used by customers to rate – and complain about – a company’s products or services. Without proper online reputation management, your relationship with your customers may be irrevocably damaged. In this course, you’ll learn how to build and maintain relationships with your online customers to protect your corporate reputation. You’ll also learn how to use digital PR, blogs, and online user communities to drive your brand.
7 videos | 18m has Assessment available Badge
Creating Effective Social Customer Service
Social media and mobile use are closely linked, which means customers are more likely to connect with businesses for customer service when it suits them. Customers prefer social media for contacting businesses because they can multi-task while waiting for a response. This gives customers more control over the communication channel, so businesses must have a plan to manage expectations and engage with customers on their terms and in the social media platforms they frequent. In this course, you’ll learn about the importance of using social media for customer service, the changes brought about by social customer services, and how companies are adapting to this new way of addressing customer issues. You’ll also learn how changes in the behavior and expectations of customers have impacted customer service and become familiar with the advantages of social customer service for businesses, gaining an understanding of the importance of other digital tools to support your customers. Finally, you’ll explore the challenges of social customer care and the strategic approaches that you can implement to improve customer service. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
9 videos | 32m has Assessment available Badge
Embracing a Customer-obsessed Mentality
Today in the Age of the Customer, competitive advantage has been redefined. Customers are in control. They have more choices than ever before resulting in sky-high expectations. The only source of competitive advantage is the obsession with understanding, delighting, connecting with and serving customers. Organizations need people who are customer obsessed. People who are so interested and committed to the people they are creating and designing for that they are willing to spend time, take risks and admit that they personally might be wrong. People who are so customer obsessed that they never settle but are continually trying to understand what else they can do for their customers.
6 videos | 29m has Assessment available Badge
Serving Digital Customers with Omnichannel
Offering an omnichannel customer experience (CX) is a must in today’s digital world, but implementing it comes at a cost.
In this course, you will learn about how omnichannel affects the CX, and in turn, how the CX drives omnichannel innovation. You will also learn about using data analysis and customer journey mapping to uncover customer expectations, and how these can be used to estimate Customer Lifetime Value (CLV) and to help tailor an agile approach to successful omnichannel design and investment. Finally, you’ll learn about the challenges to an omnichannel approach, such as data privacy and protection, and how to mitigate them.
6 videos | 29m has Assessment available Badge Certification PMI PDU
Understanding the Digital Customer
Today’s digital customer is a new breed, no longer easily defined by age or generation. They are digital natives, online savvy, and using multiple channels to conduct their day to day affairs.
In this course, you will learn the characteristics of digital customers and how the online world shapes their expectations. You’ll learn how to utilize data and analytics using tools like conversion rate optimization and funnel analytics to build a better customer experience. You will also come to recognize the value of data privacy and the trust involved in holding customer information. Finally, you'll learn the value of maintaining the human connection online and actions an organization must take  to foster the innovation necessary for meeting customer service  customer experience expectations.
6 videos | 29m has Assessment available Badge Certification PMI PDU
Enhancing the Customer Experience with HCI
Human-computer interaction (HCI) deals with how people and automated systems interact and communicate with each other. It's quickly moving far beyond the field of gaming and entertainment, and into the business environment. In fact, as more devices are connected and automatically carrying out tasks, HCI is being utilized by businesses to add value to their enterprise in many different ways. In this course, you'll learn about enhancing the customer experience through HCI and explore possible customer barriers and technical limitations involved. You'll also learn to recognize best practices for developing HCI applications and identify current HCI trends. This course covers the benefits, challenges, best practices, and trends of HCI.
6 videos | 30m has Assessment available Badge Certification PMI PDU
Shaping the Customer Experience across Digital and Physical Channels
Today’s customer is a new breed, often a digital native who spends much of their time online in the digital world. They have different priorities and expectations than generations of customers past.
In this course, you will learn about meeting the needs and expectations of today’s digital customers, including omnichannel and utilizing algorithm-savvy design. You’ll also learn about wayfinding: ways to shape and influence their customer journey, as well as methods to individualize their customer experience (CX) through methods like digital body language. Finally, you’ll learn about protecting and partnering in their data privacy and security.
6 videos | 29m has Assessment available Badge Certification PMI PDU
Exploring Customer Journey Mapping
To understand the different feelings and cognitive processes a customer undergoes when dealing with your organization, you need a tool that can document every step of their experience. Customer journey mapping is one such tool, and is essential in helping you understand customer needs and define problems highlighted by their experiences. In this course, you’ll discover how to create a customer journey map, a customer-centric problem solving tool that can enable you to brainstorm effective solutions to key customer pain points. You’ll also explore how to recognize and prioritize specific actions to improve your customer focus while avoiding common mapping mistakes.
7 videos | 31m has Assessment available Badge Certification PMI PDU
Achieving Customer-centric Design with User Personas
Your organization depends on its ability to win every customer interaction. User personas – detailed descriptions of archetypal end users – are the gateway to designing customer-centric products and experiences that address customer needs. Building user personas will help you develop products and services your customers truly want. In this course, you'll learn the essential elements of user personas and the business information to be gained from them. You'll also learn how to build a user persona, which data to include in a persona, and the qualities of an effective persona. And you’ll discover what customer-centric design can tell you about your customer, and how it will benefit your business.
7 videos | 20m has Assessment available Badge Certification PMI PDU
Assessing Digital Challenges and Risks
With the rise in Digital, businesses are challenged to carefully consider how customer and employee data are captured, stored, and retained. Because data security risks such as data breaches and cyber threats regularly affect organizations, businesses do well to plan, manage, and mitigate against these internal and external risks. Without careful management, risks can easily get out of hand, especially in a social media environment. This can cause serious damage to a business or its brand. In this course, you’ll learn about the risks that can affect organizations online, how, without careful management, they can grow beyond control, and ways to manage and mitigate against them. You’ll also review the potential impacts of various risks related to Digital, such as a data breaches and cyber threats, and how proper planning can prevent them. You’ll explore how the rise in social media increases the likelihood that small events can quickly become a global issue for a company, and how issues that arise must be treated with care, using pre-defined guidelines. In addition to these risks, you’ll examine various business challenges associated with Digital, such as lack of digital skills faced by many companies, the need for innovation, and difficulties related to an organization’s structure. Finally, you‘ll review evolving regulations around the use of Digital, and how to ensure that your approach is aligned with local market requirements. This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
9 videos | 32m has Assessment available Badge
Identifying Risks in Your Organization
Risk is an inevitable aspect of any business. As a manager, it's important that you mitigate or avoid the potential impact of a risk if it comes to pass, to ensure the long-term survival of your organization. This course focuses on the first step in managing risk, identifying risks to your organization. You’ll explore the difference between internal and external risks, and how some risks may actually present a strategic opportunity. You’ll also learn how to use some techniques that can help you identify risks and calculate the probability that they will occur, including root cause identification, the Delphi technique, and brainstorming sessions.
7 videos | 27m has Assessment available Badge Certification PMI PDU
Assessing Your Organization's Risks
Risk is a fact of life for businesses and one that will never just go away. But before you can start managing risk, you need to be able to assess a risk – as well as its probability  – in order to create a strategic plan that will enable you to avoid or mitigate its potential negative impact. In this course, you’ll learn some common techniques for assessing risk, including opportunity assessment, and threat assessment using FMEA – failure mode and effects analysis.
7 videos | 29m has Assessment available Badge Certification PMI PDU
Responding Effectively to Risks
The third step to take when managing risk, once you’ve identified and assessed risks to your organization, is to deal with them appropriately. Some risks may have a higher probability of becoming a reality than others, while others may have more of a negative impact. You’ll need to treat each of these types of risks differently. This course covers how to create an effective strategy for responding to risk, such as risk exposure adjustment and contingency planning. It also outlines specific strategic plans for dealing with a risk that may be a threat or an opportunity.
7 videos | 27m has Assessment available Badge Certification PMI PDU
Expert Insights on Managing Risk
Risk management is an oxymoron, but it shouldn’t be—because managing risk is exactly the thing that makes it possible to take risks in the first place. Knowing the essentials of risk management help you decide when to go big or go home.
8 videos | 25m available Badge
Expanding Your Digital Mindset
Digital technology brings the power to transform interactions within business, but it’s imperative that organizations are agile enough to respond in an ever-changing digital landscape. Digital also enables easier review of digital metrics. By consistently measuring key metrics and performance indicators, Digital helps businesses to learn from each cycle of the process to inform the next iteration. In this course, you’ll learn that a digital mindset means understanding the power of digital technology to transform interactions within the business and you’ll gain a richer set of customer insights by analyzing the way they interact with your organization through your digital assets. This in turn can help you to understand the customer journey and to improve the experience for your customers, which further increases engagement and conversion. You'll also explore the customer and company benefits of adopting a digital mindset and how an agile approach involves frequent reviews, allowing businesses to lower their costs and to increase their market reach more efficiently. Finally, this course shows you how to solve problems differently with Digital, and how adopting a digital culture and mindset can add value to your business, your organization, your department, and your own role. In this course, This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com) For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft
6 videos | 28m has Assessment available Badge
Keeping Your Skill Set Current in the Digital Economy
The digital economy is revolutionizing the world of work. To stay relevant, individuals across all industries need to be open to continuous learning and developing talent. Through organizational learning, you can start developing employees by ensuring they are learning the necessary skills. In this course, you'll learn some of the key ways in which the world of work is changing and the skills that are in high demand. You'll also explore ways to choose what to learn in order to keep your skill set current, as well as develop people and encourage self-development. And you’ll also explore strategies to help advance your career in the digital economy.
5 videos | 17m has Assessment available Badge
Achieving Digital Dexterity
Flexibility, agility, and the ability to efficiently change between activities are critical in today's tech-centric environment. Digital innovation has transformed the business landscape. Computer data informs our decision making and computerized processes play a major part in the jobs we do. Businesses committed to embracing digital agility are the ones that excel. In this course, you'll explore the benefits and techniques for achieving organizational digital dexterity. You’ll explore how to establish a tech-centric mindset and how to digitize practices to support digital dexterity. In addition, you'll learn how to gauge organizational progress toward digital dexterity and the associated strategies to sustain it.
6 videos | 27m has Assessment available Badge Certification PMI PDU
Best Practices for Digital Transformation
Think disruption won’t affect your organization much? Think again. In the modern workplace, disruption caused by digital innovation is a constant threat, and organizations that don’t have an effective change management strategy in place get left behind. In this course, you’ll learn best practices for managing change in your organization that will enable you to adapt your business operations and increase their resilience and flexibility in the face of change. You'll also learn about the role of leaders in digital transformation, and the best ways to avoid common digital transformation mistakes.
7 videos | 35m has Assessment available Badge Certification PMI PDU
Developing and Supporting an Agile Mindset
Rapid advances in digital technology are compelling businesses to change and adapt the ways they operate. Developing agile thinking will help ensure your organization doesn't get left behind, unable to compete in a market that is constantly changing. In this course, you'll learn why it's important for organizations to cultivate a culture of agility and the characteristics that distinguish an agile mindset from a fixed mindset. You'll also learn how to encourage and build an agile enterprise, and how doing so will help your business flourish. This course also covers how developing and supporting an agile mindset can benefit both your corporate culture and your business success.
7 videos | 24m has Assessment available Badge Certification PMI PDU
Cultivating a Passion for Learning
Having a passion for learning and developing talent helps you stay engaged, motivated, and driven. New challenges require new ideas, new solutions, and new skills and knowledge. And this requires continuous learning and self-development. Being a passionate learner is crucial to staying motivated, engaged, and up to date. Therefore, organizations need to invest in developing employees. In this course, you'll explore the benefits, best practices, and techniques of using organizational learning for developing people. You'll learn about the characteristics of passionate learners. You'll also learn about various learning preferences, techniques, and best practices for leveraging them. And you’ll explore how to develop a culture of learning in your organization.
6 videos | 18m has Assessment available Badge Certification PMI PDU
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