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  • University of Southampton

Digital Marketing: Challenges and Insights

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

40,291 enrolled on this course

Digital Marketing: Challenges and Insights
  • Duration

    3 weeks
  • Weekly study

    3 hours

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.

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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."

"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! "

Who will you learn with?

Director of Digital Learning @UofEBusiness @UniofExeter. I champion Digital Literacies, Social Learning, Open Access & MOOCs. #PFHEA #JISCsocial50 #Innovator #Disruptor

Who developed the course?

University of Southampton

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

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • 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

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