Weekly study3 hours
Digital Marketing: Challenges and Insights
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Explore exciting new concepts and applications in digital marketing
On this course, you’ll learn about emerging trends in digital culture and online consumer behaviour, data analytics and privacy.
Throughout the course, you’ll consider the implications of these developments for both marketers and consumers.
You’ll explore evolving changes in how we behave online and what this means for organisations. You’ll discuss developments in technologies and the relationship between marketing online and offline.
You’ll discover the opportunities and challenges in obtaining value from data at a time when much uncertainty exists about personal privacy and control of online assets.
You’ll also create and share digital assets through interactive exercises and games and post a short video at the end of the course reflecting on what you’ve learned and how you’ll make use of your new skills.
What topics will you cover?
- 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
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- 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
Who is the course for?
This course is intended for those with an interest in digital marketing courses, and does not require any previous experience of the subject.
However, the depth of thinking and analysis will be at an undergraduate level, thus making this an ideal taster course should you be:
- considering whether to pursue a more formal study programme in this subject area
- wondering if digital marketing is the career for you
- currently working in a more “traditional” marketing role and wanting to find out more about what’s changing
What do people say about this course?
Who will you learn with?
Director of Digital Learning @UofEBusiness @UniofExeter. I champion Digital Literacies, Social Learning, Open Access & MOOCs. #PFHEA #JISCsocial50 #Innovator #Disruptor
I lecture in marketing at the University of Southampton and I've been teaching and researching online consumer culture for about 16 years.
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
- Share ideas with your peers and course educators on every step of the course
- Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
- Complete 90% of course steps and all of the assessments to earn your certificate
Want to know more about learning on FutureLearn? Using FutureLearn
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