Learning Outcomes

Programmatic Advertising & Real Time Bidding (RTB)

Waterfalls and  Header Bidding

Mobile - SDKs & Consumer Trends

Lesson Summary

This module introduces programmatic advertising and real-time bidding (RTB). It illustrates the waterfall method of advertising and header bidding. Also, this module discusses how publishers increase revenue from their Ad inventory. It explores standard kit development (SDK) and mobile trends.

Verification and Viewability

Data Collection and Use

The Future of Digital Advertising

This module introduces verification and fraudulent traffic. It analyzes the different types of data needed by advertisers, the laws governing the gathering of these data and data management platforms. Also, this module discusses the future of digital marketing and advertising: Google EBDA and Amazons TAM.

Digital Advertising and Marketing 201 -  Course Assessment

Learn the aspects of programmatic advertising, ad fraud, and the future of digital marketing in this free online course.

Digital Advertising and Marketing 201

Digital marketing is a huge industry which if used right can take a business from zero to a hundred in no time. This free online digital marketing certification on digital marketing and programmatic advertising gives a more in-depth explanation of the complex world of digital marketing and advertising and explores the procedures that occur every day to deliver trillions of ads on billions of digital devices including ad fraud and viewability.

Digital Advertising and Marketing 201 is a free online course that has been specially prepared to take you through widely accepted and proven concepts in the digital marketing and advertising world. The world is surrounded by digital media and there are many different channels that businesses use to entice customers into buying their products and services. One key channel is advertising. In a world where mobile is king, programmatic ad buying is a crucial component of the modern advertising strategy. Programmatic advertising offers many benefits beyond faster reporting times and real-time optimization. This digital marketing course gives a detailed explanation of programmatic advertising, real-time bidding (RTB), how it works as well as why it is changing the digital marketing and advertising world. It specifies the advantages of programmatic advertising over the traditional form of advertising where media inventory is bought and sold manually. It compares the traditional waterfall form of advertising using the direct/request for proposal (RFP) process. In the traditional form, only one network at a time addresses the impression, making the process less competitive. 
If you want to learn how header-bidding works, how publishers increase revenue from their ad inventory and why it's changing the digital marketing/advertising world, then this online marketing certificate is a great starting point. Statistics have shown that half of all time spent on digital devices is spent within apps and these apps help publishers build direct connections with their most loyal users and control those users’ experiences. You will learn about the mobile standard development kit (SDK), mobile trends, and especially the services offered by verification companies. The presence of bots and fraudulent traffic cannot be underestimated and there are a bunch of ways in which bots make additional money for sites. With the presence of bots and fraudulent traffic, the following sections of content discusses the best way to measure how your users use your website through heatmaps. A heatmap shows you how visitors interact with your website and creating your own ads.txt file gives you more control over who's allowed to sell ads on your site and helps prevent counterfeit inventory from being presented to advertisers - this and more is covered in this part of your digital marketing training. Data is the next important topic and you will explore concepts such as contextual data, location data, demographic data as well as the laws surrounding the collection of these data types for advertisers. It also comprehensively covers data management platforms (DMP) and user device tracking. Two tools that you will get familiar with are Google's EBDA (exchange bidding dynamic allocation) and Amazon’s TAM (transport ad marketplace) which are both said to be the future of digital advertising, and are aimed at solving header bidding challenges. Although for Amazon, it is more for getting into the advertising world since Amazon AWS focuses almost solely on hosting. 
The digital marketing and advertising world is a huge money-making platform when used correctly. However, it can also be a huge loss-making market when used for the right reason but in the wrong form. Anyone in the broader marketing space, digital and online marketing or someone hoping to make a career change, will gain great value from the in-depth content covered in this marketing course.

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70+ FutureLearn Courses with Free Certificates

Introduction to the GDPR

The Data Protection Officer (DPO) Role in the GDPR

Personal Data Security Guidance for Microenterprises in the GDPR

Five Steps to Secure Cloud-based Environments

Introduction to the GDPR for the Private Individual

What Can Organisations Do Now to Prepare for the GDPR?

The Key Steps You Need to Take to Ensure Compliance with the GDPR

Learn about the GDPR which comes into effect from 25th May 2018, which increases the obligations on organisations around data protection, and gives greater control to individuals over their personal data.

General Data Protection Regulation - Course Assessment

Do you understand GDPR? Or that a company that fails GDPR can get a €20million fine? Take this free online course.

General Data Protection Regulation (GDPR)

This free online General Data Protection Regulation (GDPR) course will teach you everything you need to know about European data protection regulations. Data protection regulations can be difficult to correctly understand and apply, however, any company that fails to meet GDPR compliance can be fined for up to €20 million. This free online course will teach you everything you need to know about GDPR to protect yourself from financial loss.

Topic A: Understanding Customer Service

Topic B: Identifying Customer Expectations

Topic C: Providing Excellent Customer Service

Review Quiz

In this module, Understanding Customer Service, students will learn the basics of customer service, identifying customer expectations, and providing excellent customer service.

Topic A: Focusing on the Customer

In this module, Focusing on the Customer, students will learn about putting the focus on the customer and their needs.

Topic A: Customer Service and the Telephone

In this module, Customer Service and the Telephone, students will learn about how the telephone relates to customer service and how to handle phone calls.

Topic A: Handling Complaints

In this module, Handling Complaints, students will learn how to handle customer complaints in a professional manner.

Topic A: Enduring Stress

In this module, Enduring Stress, students will learn about how to endure the stresses of working in customer service.

Customer Service Skills - Assessment

Become expert in customer service and polish your professional communication skills in this free online course.

Customer Service Skills

This training course teaches you the basics of customer service. We show you how to focus on the customer to understand their expectations to help you improve their experience of your business. We explain how to deal with stress and constructively interact with clients on the telephone to handle complaints. People’s perceptions of your company’s brand are defined by customer experience, so sign up to make sure they remember you fondly.

ISO 37301:2021 Introduction

Context of the Organization

Expectations from Leadership

Planning for Compliance Management

Providing Support

Operation of Compliance Management System

Evaluating Compliance Performance

Improving the Compliance Management System

This module will introduce you to ISO 37301:2021, the latest compliance management systems standard published by ISO. You will understand the structure and requirements for establishing, developing, implementing, evaluating, maintaining, and improving an effective compliance management system within an organization.

ISO 37301:2021 - Principles of Compliance Management Systems - Course Assessment

Learn the fundamentals of compliance management systems based on ISO 37301:2021 requirements in this free online course.

ISO 37301:2021 - Principles of Compliance Management Systems

This compliance management course will familiarize you with the latest compliance management systems standard published by the International Organization for Standardization (ISO). You will learn the basic elements of compliance management systems by understanding the requirements of ISO 37301:2021. In addition, this course will guide you through establishing, implementing, maintaining, and continually improving a compliance management system.

Business-to-Business (B2B) Markets

Types of B2B Buyers

Buying Centers

Stages in the B2B Buying Process

International B2B Markets and E-commerce

In this module, you will learn about the features of business-to-business markets. You will learn also about the types of buyers in B2B markets and the stages in the buying process.

Marketing Channels and Channel Partners

Typical Marketing Channels

Functions of Channel Partners

Marketing Channel Strategies

Channel Dynamics

In this module, you will learn a great deal about the importance and functions of marketing channels. You will learn about the different types and how they are exemplified in real-world businesses. Lastly, you will learn about channel partners.

Buying Behaviour: Situational Factors

Personal Factors and Buying Behavior

Psychological Factors and Buying Behavior

Societal Factors and Buying Behavior

Consumer's Decision-Making Process

Stages in the Buying Process

In this module, you will learn about the various factors that influence the buying behaviour of consumers. You will learn about the social, psychological, personal and situational factors affecting buying behaviours, as well as the consumer's decision-making process.

Components of Strategic Planning

Organizational Objectives and Strategies

Strategic Portfolio Planning Approaches

In this module, you will learn about the components of strategic planning, value proposition and how to develop organizational objectives. You will also learn about some specific portfolio planning methods like the BCG matrix and the General Electric approach.

Marketing Information Systems

Problem Definition and Research Design

Specifying Samples and Form Design

Data Collection and Analysis

In this module, you will learn about the Marketing Information System and its components. You will also learn in detail the steps in the marketing research process.

Customer Communities

Loyalty Management

Customer Satisfaction

Ethics, Laws, and Customer Empowerment

In this module, you will learn about the relevance of ensuring customer satisfaction, and strategies to employ. You will learn also about loyalty management and the ethics to observe.

Principles of Marketing - Course assessment

This free online diploma course explains how to conduct market research to sell yourself and build customer loyalty.

Principles of Marketing

This free online diploma takes you through common buying trends in business-to-business and business-to-customer markets. We show you how to gather market intelligence using market information systems so you can manage and leverage customer communities to build up customer satisfaction and hence loyalty. This comprehensive course teaches you how to get ahead by selling ideas, products or even yourself.

Introduction to B2B Customer Success Management

Customer Onboarding

Customer Support Strategies

Driving Long-Term Customer Success

This module serves as the foundation for understanding the critical role of customer success in the B2B landscape. You will explore the concept of customer success, learning how it differs from customer support and customer experience. Gain insights into the key metrics that define customer success and how to use them effectively.

B2B Customer Success Management - Course Assessment

Explore B2B Strategies to boost customer satisfaction, retention, and business growth in this free online course.

B2B Customer Success Management

Embark on a journey to become a top-tier Customer Success Manager with this expertly designed course, crafted to empower you with the skills and strategies needed to enhance customer satisfaction and ensure loyalty. You'll learn how to drive customer satisfaction, boost retention, and fuel business growth by mastering the strategies of B2B Customer Success Management. Build a high-performing Customer Success team for your customers. Enrol now!

Retail Management Industry, Progression and Skills

Merchandising

Pricing and Displays

In this module, you will learn the basic principles of retail management and how to advance your career in this field. You will learn what is involved in merchandising and pricing and get a thorough overview of the responsibilities of a retail manager.

Checkout, Sales Concept and Required Skills

Consumer Behaviour and Interpretation

Pre-empting and Solving Issues

In this module, you will learn the importance of using the checkout correctly, the factors involved in the sales process, and how to manage any problems that may occur. You will be introduced to the concept of consumer behaviour and its importance to the retail sector.

Trends and How to Use Them

Targeting Customers

Communicating with Customers

Dealing with Unhappy Customers

In this module, you will learn how to effectively target and communicate with consumers so as to maximise your sales. You will gain an awareness of different trends, and learn how best to communicate with the consumers who enter, how to pitch trends to them, and how to anticipate and deal with any problems which may arise.

Retail Environment and Key Concepts

Creating an Environment

Customer Relationships

Dealing with Relationship Issues

In this module, you will learn how to curate a positive and ideal environment within your store. You will learn how to create and maintain good, healthy customer relationships, and how to handle any issues that may arise with customers, so that your retail output will remain high.

Retail Management: Merchandising, Sales and Customer Communications - Assessment

Learn basic merchandising and communications skills involved in retail management with this free online training course.

Retail Management: Merchandising, Sales and Customer Communications

This free online retail management training course will provide a thorough introduction to the basics involved in managing a retail outlet. You will learn the principles behind sales techniques, how to effectively merchandise your products, and the most constructive ways to communicate with your customers. This course is all about how to sell your products and win over your customers, so if you are an aspiring retail manager, get started today.

Introduction to Rental Property Management

Financial Management, Property Maintenance and Relationships

Property Management Software and Sustainability

This module is an introduction to rental property management. You will learn about different types of rental properties and the roles and responsibilities of a property manager. Also, you will discover marketing strategies for attracting potential tenants, the tenant screening and selection process, and the factors affecting financial management.

Rental Property Management Fundamentals - Course Assessment

Learn how to be a successful landlord in this free online course that lays out the basics of rental property management.

Rental Property Management Fundamentals

Do you want to acquire the techniques and best practices used to rent out property? Would you like to know the risks associated with being a landlord and how to reduce them? This course explores the basics of rental property management and explains how property managers find suitable tenants and make sure that the property is properly maintained. We also break down the components of a lessee/lessor relationship to help you interact with tenants.