Marketing in aDigital World
P R O F E S S I O N A LP R O G R A M S
EdX® and MicroMasters® are registeredtrademarks of edX Inc. All Rights Reserved.
Advance your career and help your organisation succeed by developing the in-demand marketing skills needed in a digital world.
Blended | Rs 50,000 + Applicable Taxes
Duration : 7-8 months
OverviewOver 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 specialized 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:
Participants in the Marketing in a Digital World MicroMasters® program can build on this program certificate and take advantage of the entry pathway into Curtin University’s online Master of Market-ing degree program on edX. Subject to meeting Curtin’s entry requirements, you will receive credit for 25% of the degree program. Applications for the Master’s degree program are now open.
• To manage an online brand and to optimise paid, earned and owned digital media assets for maximum impact
• To develop hands-on skills in proactive and reactive corporate reputation management based on global public relations best practice
• To examine brand management decisions including the strategies and tactics to build and manage brand equity
• To understand and apply the fundamentals of consumer and buyer psychology essential to the development of any effective marketing campaign
• To apply marketing strategies of segmentation, targeting, positioning and differentiation within an online context
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.
What You'll Learn:
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Marketforce
• To manage an online brand and to optimise paid, earned and owned digital media assets for maximum impact
• To develop hands-on skills in proactive and reactive corporate reputation management based on global public relations best practice
• To examine brand management decisions including the strategies and tactics to build and manage brand equity
• To understand and apply the fundamentals of consumer and buyer psychology essential to the development of any effective marketing campaign
• To apply marketing strategies of segmentation, targeting, positioning and differentiation within an online context
Marketing has never been more complicated, or exciting, than it is today. In this context, professional development is vital, to keep-up, let alone stay ahead! This exciting new credential from Curtin University provides digital marketing skills for immediate application in contemporary business environments.
Take Your Credential To The Next Level : Learners who successfully earn the MicroMasters® program certificate are eligible to apply for admission to Curtin University’s online Master of Marketing program on edX.
If a learner applies for admission to the Master of Marketing program from Curtin University, and is accepted, the MicroMasters® program certificate will count towards 25% of the coursework required for graduation. The Master of Marketing is a 300 credit point qualification. If a learner applies and is accepted, the MicroMasters® program certificate will count towards 75 credits. This pathway to credit is also available for the on-campus version of Curtin’s Master of Marketing program.
The program also benefits the learner to gain an Australian credential to bolster prospects at a reasonable price.
Program Benefits
— Nicole Cikarela , Head of Customer & Strategy, Marketforce
Real Career Impact
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Advantages
Primary Goals
Education Employment
Pathway carrying 25% credit to Curtin’s online Master of Marketing program on edX or on-campus master of marketing program
• Gain an Australian Credential to bolster prospects • Pathway for online degree program
Benefit to PTE Test takers
Course Starts: 22nd July 2019, Time Commitment: 4-12 weeks/course, 5 courses/program
Program Fee: Rs 50,000 /- + applicable taxes
Payment by Debit / Credit Card – Loan Facility Available
Job Outlook
Program Vitals
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Participants in this MicroMasters® program are equipping themselves for a rapidly evolving field. There is sustained demand for marketing specialists as mid-career employees seek to enhance their competitiveness in the job market.
According to a 2016 CMO Survey, digital marketing is the leading skills gap in organisational marketing capabilities.
This program is designed to accelerate the careers of Marketers, Digital Marketers and Communication Professionals.
Specialised marketing skills are in demand among software publishers, and professionals in business support services such as Accountants, Web Designers and IT professionals.
• Gain an Australian Credential to bolster prospects • Pathway for online degree program
Meet Your Instructors
Sonia DickinsonAssociate Professor in theSchool of Marketing -Curtin University
Bridget TomblesonLecturer, Public Relations,Curtin University
Lydia GallantLecturer, Public Relations,Curtin University
Katharina WolfSenior Lecturer, Public Relations,Curtin University
Isaac CheahSenior Lecturer,School of Marketing,Curtin University
Ian PhauProfessor in the School ofMarketing Curtin University,Curtin University
Billy (Cho Yin) SungLecturer, School of Marketing,Curtin University
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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.
The inter-relationship between paid, owned and earned media
Consumer change and how it is altering brand communications
Content marketing and how owned content can be distributed acrosscompany-owned digital media assets
The value of Earned Media which interests your audience
1. Digital Branding & Engagement
What you'll learn
Courses:
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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.
In this course, you’ll take on the role of a communications manager for a fictional organization, making key decisions that will affect its online reputation.
• 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
2. Reputation Management in the Digital World
You will experience:
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Apply analytical tools to determine how culture, personality and lifestyle affect the behavior of consumers and self
Analyze how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other’s personal consumption experiences
Evaluate how different sources of group influences can affect and radically change consumers’ consumption
Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
What you'll learn
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.
3. Buyer Behavior and Analysis
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In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.
The branding landscape is fast-paced and continually changing, yet is a stimulating 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.
• How to identify and establish brand positioning and values
• How to plan and implement brand marketing programs
• How to evaluate a brand equity management system
• How to design strategies that retain existing brand resonance
Develop a framework to identify and establish brand positioning and values to build customer based brand equity
Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity
Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).
You will learn how to:
What you'll learn
4. Strategic Brand Management
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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.
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.
• Use basic e-marketing tools
• Apply traditional marketing strategies in an online environment
• Evaluate a firm’s internet marketing strategy
You will learn how to:
What you'll learn
5. Online Marketing Strategies
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;
Analyze 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 optimize the effectiveness of digital marketing strategies.
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Value Adds
Facebook Marketing Strategies & Tactics
• Facebook Campaign Objectives• Devising Facebook Targeting strategy• Facebook Buying Types (a) Auction Buying - Cost-per-Mille (CPM), Optimized CPM, Cost-per-Action (CPA), Cost-per-Click (CPC), etc. (b) Reach and Frequency• Facebook Ad-Formats – Banner, Carousel & Canvas• Campaign Optimization and Return on Investment (ROI) Measurement• Facebook Custom Audience
Google Adwords Marketing Strategies & Tactics
• Designing a Search Campaign• Keyword Research & Generation, Types of Keyword Matches• Bidding Type (Cost-per-Click CPC, Effective-Cost-per-Click (ECPC) and Optimization)• Understanding the Search Ad Components & Best Practices of Search Ad• Check List of Google AdWords Must-haves for SMEs and Enterprises• Establishing ROI• Optimization Strategies
Email Marketing• Designing Objective-Based Email Campaigns Based on Customer Lifecycle• Email Design - (Mail Chimp, Mobile Responsive)• Measurement – Delivery, Bounce Rates, Open Rates, Click-Through-Rate and Click-to-Open-Rate• Best Practices for the Subject Line, Content, Personalization etc.• Optimization Including A/B Testing, Improving Conversion, etc.
Advanced Measurement & Reporting• Defining Key Performance Indicators (KPIs) & Return on Investment (ROI) for Marketing Campaigns• Understanding UTM Tagging• Introduction to Google Analytics • Introduction to Google Tag Manager• Understanding Attribution Models (a) Platform vs Last Click
Digital Marketing Tools & Measurement
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Facilitated by:
Our Industry Expert
Ashish Dasharathi serves in a Digital Marketing Leadership & Advisory Role for Rohan Builders, a Pune-based Real Estate Major. He previously Headed Digital Marketing at Superise.com across real estate, ecommerce & education vertical clients & managing Superise brand organic efforts.
He specializes in:• Growing Products & Brands through Digital Marketing• Measuring & Improving Performance of Digital Marketing Agencies - SEO, SEM, Social Media and Analytics• Establishing Lead-To-Site Visits ROI• Hired for a wide variety of in-house Digital Marketing team roles including content specialist, Sr. SEO
specialist, Digital marketing team lead, SEO Executives, Freelance content writers, SMEs, Advanced analytics practitioners
Ashish is the promoter of 24ADP Digital Marketing Conference - Pune's largest digital marketing conference. As founder of Pune Digital Marketers, he has also curated sessions with 160+ Digital Marketing Leaders.
He enjoys speaking at a variety of regional conferences and events such as Symbiosis Pune, The Indus Entrepreneurs (TiE) – Ahmedabad and Payoneer (Pune & Bangalore).�
Ashish DasharathiDigital Marketing-Lead,Rohan Builders,Pune-based Real Estate
Sheshank ReddyDirector of Sales and MarketingOwl Tech
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Topic of discussion: Targeting Principles for Digital Marketers – What I learned while building India’s largest mono-brand loyalty program
Marketing in aDigital WorldContact Us
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