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This content is taken from the University of Southampton's online course, Digital Marketing: Challenges and Insights. Join the course to learn more.

Skip to 0 minutes and 8 seconds MADELINE PATERSON: This course is different. It’s about learning from each other, not just learning from content that we’re going to give you. This isn’t a training course that will teach you how to build a website, or how to get to the top in Google, how to do social media, but perhaps it’s more important than that. It’s about the trends for the future. It’s about the challenges and the insights that you can learn from each other and from the educators on the course. This course is about real people.

Skip to 0 minutes and 36 seconds It’s about you and everybody else on the course, about connecting, learning from each other, sharing things that we know, things we believe, things we think are going to change, and making connections that help us to learn more. The more you think about the issues raised in the course and the more you talk about them with your friends, family, and with colleagues, the more you’ll get out of it. We really hope that you enjoy the course and get out of it as much as you can.


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

We look forward to introducing you to exciting new concepts and applications of digital marketing.

You will find that we take an informal ‘storytelling’ approach, sharing stories with you and encouraging you to share your own.

Meet one of the course designers, Madeline Paterson, and watch her explain how, above all, this course is designed for real people like you. The key to getting the most out of the course is in how you connect with and learn from each other.

Participating in a ‘massive open online course’ may seem rather daunting. But it’s just an opportunity to learn in a different way.

What’s your story? Join the learning community

We’d love to find out more about you.

Where in the world are you?

Add yourself to our interactive map below. Here is how to do this:

  1. Click on the link.

  2. At the top left of the map click the tab marked ‘Additions’.

  3. Choose ‘Add Marker- Simple’.

  4. Type your name in the Entry Name field. We suggest that you use only your first name for security reasons.

  5. Type your location in the location field (e.g. your city & country). Alternatively you can use the ‘click on map location’ feature. Please don’t put your full address for security reasons.

  6. Hit submit!

Once you have added yourself to the map, please click the ‘back button’ on your browser to come back here. Then introduce yourself in the comments area and tell us your ‘story’ - what’s your motivation for joining this course?

Interactive Map

Posting your first comments

Share your response in the discussion area. Have a look at other learners’ comments. If you can relate to a comment someone else has made, why not ‘Like’ it or leave a reply? You can filter comments by ‘Following’, ‘Most liked’ and ‘Your comments’.

If you want to see recent activity on the course, select the Activity icon at the top of the step. If you’re following someone, you can filter this list to show the comments of people you’re following, or see if anyone has replied to a comment you’ve made.

Communicating online

  • Comments should be brief and to the point; no more than two or three short paragraphs. This is a conversation, not a monologue - no one wants to read essays!

  • Read your comments and replies all the way through before you post them. If you post in a hurry you may regret it later – you can’t delete but you can edit your comments for up to 15 minutes after you have posted them

  • Criticise the idea, not the person – and be polite when you do

  • Don’t write a reply that you wouldn’t say face to face

  • Remember that learners vary in culture, age and experience

  • Not all learners have English as their first language, so always try to write clearly

  • Explain any acronyms you use and avoid jargon if you can

  • If you see a message that you think is offensive click its ‘Report’ flag icon. It will be reviewed by FutureLearn’s moderators and will be removed if they agree with you

Checking your progress …

When you’ve finished this Step just select the pink ‘Mark as complete’ button. You will then be able to see at a glance which Steps you have completed on your ‘To do’ list, and so we can show you how much you’ve completed on your progress page.

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This video is from the free online course:

Digital Marketing: Challenges and Insights

University of Southampton

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join: