Certificate of Achievement
has completed the following course:
Digital Marketing: Challenges and Insights
This online course explored the opportunities and challenges of contemporary digital marketing. It focused on emerging trends in digital culture and online consumer behaviour, data analytics and privacy. An informal 'story telling' approach was taken throughout, encouraging learners to share their own stories as consumers and/or marketers for the benefit of the group as a whole.
3 weeks, 3 hours per week
Lisa Harris
Associate Professor
University of Southampton
Transcript
Learning outcomes
- Explore how the way people behave online is evolving and what this means for the organisations they support and do business with
- Discuss developments in the technologies people use and the ways in which this is enabling creative integration of 'online' and 'offline' by marketers
- Evaluate the opportunities and challenges for marketers in obtaining value from social data, at a time when uncertainty still exists about personal privacy and control of online assets
- Reflect upon the topics discussed in the context of your own experiences and use a variety of social tools to share your stories with other learners
Syllabus
- How businesses can benefit from digital storytelling
- How marketers can draw upon a variety of social tools to share their stories
- Impact of evolving changes in how we behave online
- The challenges and opportunities that social media offer to marketers
- The ‘customer journeys’ we make when purchasing goods and services
- How marketers can draw upon these developments to start thinking beyond standard ‘online’ versus ‘offline’ distinctions
- How marketers can add value to customers by providing useful and relevant location-specific services without being intrusive
- The true ownership of digital assets and what this status means for how we access and manage our digital possessions over time
- Basic analytical tools and how they can help measure marketing effectiveness
- Examination of privacy issues from the perspective of both consumers and marketers
- How marketers can encourage existing customers to recommend an organisation to their friends by using gamification techniques
Issued on 6th November 2016
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.