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.
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