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Online course

Digital Marketing: Challenges and Insights

Explore the latest trends in digital marketing. Get beneath the hype. What are the implications? How will you respond?

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • A Certificate of Achievement when you complete the course

Find out more

Digital Marketing: Challenges and Insights

Why join the course?

This short course introduces you to exciting new concepts and applications of digital marketing. It takes an informal “story telling” approach, encouraging you to share your own stories as consumers and/or marketers for the benefit of the learner group as a whole.

What will I learn and how might this benefit me?

We will focus on emerging trends in digital culture and online consumer behaviour, data analytics and privacy. Throughout the course, we examine the implications of these developments for both marketers and consumers.

  • Week 1 will introduce you to the course, the tutors and how it all works. We will examine the evolving changes in how we behave online and what this means for the organisations we support and do business with.
  • Week 2 will discuss developments in the technologies we use and the relationship between “online” and “offline” - is this still a meaningful distinction?
  • Week 3 will examine the opportunities and challenges in obtaining value from the vast amounts of social data now generated, at a time when much uncertainty still exists about personal privacy and control of online assets.

What will the learning experience be like and what will be expected of me?

The course will take place online and will consist of a variety of videos, articles, discussions and activities based on your experience.

You should be willing to reflect upon the ideas we will discuss in the context of your own experiences, and to share your stories and reflections with others on the course.

You will be encouraged to 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 have learned and how you will make use of the skills you have acquired.

Download video: standard or HD

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

When would you like to start?

  • Date to be announced

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, 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?

Thank you, there were some points - the story, for example - that I will put into practice immediately as I work on the final steps of my new mobile site which I have had developed. I will try to make changes to the text to make it more inline with that unit.

Irene Cros

Thoroughly enjoyed this MOOC, which has given me a glimpse into the ever growing world of Digital Marketing. Will expand on what I have garnered and make use of some of the very helpful "take away" tips on narration and the future of DM. It looks like it's going to get even more"personal" and I'm thinking perhaps giving more back to the consumer, to control their overall Digital space and experience. Which can only be a "good thing." Big thanks to all the DM team at Soton Uni, for the "toe dipping" and making it all more accessible and engaging. Cheers!

C.J. McEleavy

Who will you learn with?

Lisa Harris

Curriculum innovation, digital literacies & digital marketing @UniSouthampton. A Director of Web Science Institute. Fascinated by disruptive technology in business & education. #JISCsocial50 #PFHEA

Mike Molesworth

I lecture in marketing at the University of Southampton and I've been teaching and researching online consumer culture for about 16 years.

Who developed the course?

Southampton is a place for ambitious people keen to stretch their intellectual abilities and help change the world.

Buy a personalised, digital and printed certificate and transcript

You can buy a Certificate of Achievement for this course — a personalised certificate and transcript in both digital and printed formats, to prove what you’ve learnt. A Statement of Participation is also available for this course.

Certificate of Achievement + transcript $89.00

Statement of Participation $54.00

Course highlights Get a taste of this course before you join: