Digital Marketing: Challenges and Insights

Online Course

University of Southampton

Future Learn

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Digital Marketing: Challenges and Insights

What is the course about?
Prerequisites & Facts
Cost, Certificate & Degree
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What is the course about?

Digital Marketing: Challenges and Insights

The course Digital Marketing: Challenges and Insights is an online class provided by University of Southampton through Future Learn. It may be possible to receive a verified certification or use the course to prepare for a degree.

Go beyond the hype and explore the latest trends in digital marketing and understand their implications to your work.

Course description

Explore exciting new concepts and applications in digital marketing
3 weeks

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.

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

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

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:

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Prerequisites & Facts

Digital Marketing: Challenges and Insights

Course Topic

Business & Management, Digital Marketing, Marketing, Social Media

University, College, Institution

University of Southampton

Course Skill Level

see course summary

Course Language

English

Place of class

Online, self-paced (see curriculum for more information)

Degree

Certificate

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Degree & Cost

Digital Marketing: Challenges and Insights

To obtain a verified certificate from Future Learn / University of Southampton you have to finish this course or the latest version of it, if there is a new edition. The class may be free of charge, but there could be some cost to receive a verified certificate or to access the learning materials. The specifics of the course may have been changed, please consult the provider to get the latest quotes and news.

University of Southampton

Digital Marketing: Challenges and Insights

provided by Future Learn

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