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Microcredential

Marketing in a Digital World

Curtin University via edX Micromasters

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

Taught by

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

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