Overview
This module is designed to introduce you to the world of digital, developing your understanding of the end user and the impact of rapid technological development on the industry.
You’ll probably have used a variety of digital tools, technologies and platforms in your personal and professional activities: we are going to explore some of these from the consumers’ point of view, and consider how brands are changing their approach to stay relevant. We will then focus on social media for the rest of the module: social is one of the key aspects of digital that underpin changes in society and behaviour, and we will discuss consumer behaviour and business strategy in the context of social media.
By the end of this module, you should be able to:
- Describe the evolution of digital, and how it has shaped and supported changes in consumer behaviour.
- Engage with video as a platform and outline what makes a good online video.
- Describe, in a professional context, how people use social media.
- Explain, in a professional context, how brands might use social media to engage consumers.
Week 1
Lesson 1: Digital Life
Digital has changed nearly every aspect of our lives. In this lesson we will consider the myriad ways that digital affects change, particularly in marketing.
By the end of this lesson, you should be able to describe the evolution of digital, and how it has shaped and supported changes in consumer behaviour
Complete the activities below before the live class on Thursday 4th December. This lesson should take no more than three hours to complete: the pre- and post-class activities should take no more than two hours and the live class lasts one hour. Start with the first activity on the top. When you complete an activity, come back to this page to access the next activity.
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Resources
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Watch the full video from the ‘Our Digital Future’ activity.
Inspirational Speaker: Neil Perkin – Changes in Technology and Behaviour, and the Impact of Change on Digital
Read this article from Google on engagement and connecting with your customer.
Week 2
Lesson 2: Social Consumer
In this lesson we will examine how social media has changed consumer habits, and how brands are using social media to engage with their customers and clients.
By the end of this lesson, you should be able to:
Describe social media, and its role in shaping and supporting changes in consumer behaviour
Describe how brands use social media to successfully engage their target audience
Complete the activities below before the live class on Thursday 11th December. This lesson should take no more than three hours to complete: The pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour.
Start with the first activity on the top. When you complete an activity, come back to this page to access the next activity.
Resources
Watch the full video from the ‘What are your expectations in the social space?’ activity.
Inspirational Speaker: John Wilshire – Are Brands fracking the Social Web?
Week 3
Lesson 3: Social Strategy
In this lesson we will discuss how to put social at the core of marketing. By the end of the lesson you should be able to explain, in a professional context, how brands might use social media to engage consumers.
Complete the activities below before the live class on Thursday 18th December. This lesson should take no more than three hours to complete: The pre- and post-class should take no more than two hours to complete and the live class lasts one hour.
Start with the first activity on the top. When you complete an activity, come back to this page to access the next activity.
Resources
Inspirational Speaker: Neil Kleiner – Making Content for Conversation
Lesson 4: Review
This week we will review the ideas that we have discussed throughout module one: ‘A Connected World’. By the end of this lesson, you should be able to summarise the main themes of the module.
Complete the activities below by Thursday 8th January. This lesson should take no more than one and a half hours. The pre-class activities should take no more than 30 minutes and the live class will last for one hour.
Start with the first activity on the top. When you complete an activity, come back to this page to access the next activity.