1 Module One: A Connected World

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:

  1. Describe the evolution of digital, and how it has shaped and supported changes in consumer behaviour.
  2. Engage with video as a platform and outline what makes a good online video.
  3. Describe, in a professional context, how people use social media.
  4. 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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