Marketing in a Digital World

Offered By: Curtin University via edX

Course Description

Overview

Over the next decade, marketing jobs are projected to grow faster than the average for all occupations. In this era of digital disruption, companies are increasingly focused on digital marketing, creating heightened demand for a specialised skill set.

The Marketing in a Digital World MicroMasters program equips learners with the key concepts and practical skills to build a career in marketing in the digital age. Throughout the program, learners will engage in problem solving and analytical thinking, gaining expertise in:

Creating and sustaining a brand;
Marketing through digital channels, such as social media;
Consumption behaviour across buying contexts;
Marketing metrics;
Digital brand engagement;
Digital brand reputation management.

Syllabus

Courses under this program:
Course 1: Digital Branding and Engagement

Learn how to increase brand engagement through the creation and distribution of content using an owned digital channel approach.

Course 2: Reputation Management in a Digital World

Learn how to develop, manage and protect an organisation’s online reputation through social media including Facebook and Twitter.

Course 3: Buyer Behaviour and Analysis

Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.

Course 4: Strategic Brand Management

Examine product/brand management decisions and investigate the strategies and tactics to build, measure and manage brand equity.

Course 5: Online Marketing Strategies

Learn about online marketing opportunities and how to use the Internet, social media, and digital analytics to successfully market your business.

Courses

13 reviews
4 weeks, 3-4 hours a week, 3-4 hours a week
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Want to learn how to get people to engage with your brand, but not sure where to begin?

Digital technology has rapidly evolved in the last decade, and so too has the way people communicate. Businesses can no longer rely solely on traditional business models to build brand awareness.

In today’s interconnected, hyperaware world, brand awareness and brand engagement are synonymous. We are in the age of digital brand engagement, where brands need to participate in, and inspire, a two-way conversation with their consumers.

This course will teach you about this shift and how it has altered the way brands communicate with their audiences. You will learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
1 review
6 weeks, 3-4 hours a week, 3-4 hours a week
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In this course, you'll take on the role of a communications manager for a fictional organisation, making key decisions that will affect its online reputation.

You will experience:
- how to build a robust and sustainable online reputation
- the positives of building a strong participatory culture
- how to manage social media issues based on a real-life examples
- how to manage a crisis and respond appropriately across multiple platforms.
Throughout the course, you’ll learn from real life case studies and gain an understanding of the important role that blogs, Facebook, Twitter, Snapchat and other social platforms play in today’s business world.

The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
1 review
12 weeks, 8-10 hours a week, 8-10 hours a week
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For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.

In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.

You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.

Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
0 reviews
12 weeks, 8-10 hours a week, 8-10 hours a week
View details
The Internet has emerged as a platform to facilitate global commerce and communication. Its exponential growth has transformed the value chain of virtually every industry, and millions of commercial businesses are now doing business online. This course will introduce you to the range of marketing uses of the Internet.

You will learn how to:
- use basic e-marketing tools relevant to the internet marketing context;
- apply marketing strategies such as segmentation, targeting, positioning, and differentiation to an online context;
- analyse the online consumer exchange process and its outcomes;
- evaluate product, pricing, distribution and communication marketing functions in a firm's internet marketing strategy;
- evaluate the role of social media in the marketing context;
- use digital analytics to evaluate and optimise the effectiveness of digital marketing strategies.
You will explore how marketing online differs from a traditional marketing environment, and identify and discuss web-based marketing opportunities such as using Facebook, Twitter and Google in today's business world.

The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

Taught by

Sonia Dickinson, Bridget Tombleson, Lydia Gallant, Katharina Wolf, Isaac Cheah, Ian Phau and Billy (Cho Yin) Sung