Learning the tools of the digital networked economy can take time, and your Academy has been created to give you a sudden boost in knowledge, and practical tips and models for how to implement it. Many of our Academy Authors have been teaching digital media and marketing for more than a decade, and by sharing our experiences we can help you learn the fast way.

This briefing tells you more about how your Digital Training Academy works, what will happen in the face-to-face part of your Academy, and what happens after graduation. Your Academy Manager will be in touch with more specific details about topics and specific learning outcomes.

This video by Michael Wesch called "a vision of students" is a great snapshot of how the world of classroom learning has changed. When you're joining us for a Digital Training Academy we hope you'll be able to complete exercises and activities before, after and during when we are all online. Take a few minutes to watch this first and let us know what it makes you think.

This great little video opens up some of the principles of web content and what they mean in practice. In other media content and form are inextricably linked together, but in digital channels, after the first generation of web pages, they were uncoupled, creating a model of flexibility in publishing that would enable the repackaging and re-purposing of content in ways never before viable. This removed barriers to design and structure. Once you’ve watched the film, think about three implications for your content. List them (quickly – the first three that come to mind), and then reflect on what they imply. Be ready to discuss with colleagues.

We’re living in exponential times. Created by a North American teacher, the Did You Know video is a marvellous way to explain to kids how society is changing and the scale of media and technology change. Sometimes in the digital media industry we are so close to the change and the technologies that we fail to appreciate the scale of the change happening around us. This little video is a great reminder of the scale of change.

When the story about the growth of technology is drawn together, it’s an incredibly powerful picture: a society tumbling into the most rapid and unpredictable change as social network explode and information travels at the speed of thought. Just think about your own life and what this could mean for you, your family, your business and the people you work with.

Download the lesson handouts | Upcoming public training events you can join | Digital Media Planning Academy | Ask Danny a question about his talk | Ask about in-company training

The rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.

Read and download the lecture handouts | Upcoming public training events you can join | Digital Social Media Academy | Ask Danny a question about his talk | Ask about in-company training