Digital Marketing: Challenges and Insights

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Overview

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.

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

Syllabus

  • 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.