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PROFESSIONALPROGRAMSMarketing in aDigital WorldAdvance your career and help your organisation succeed by developing thein-demand marketing skills needed in a digital world.Blended Rs 50,000 Applicable TaxesDuration : 7-8 monthsEdX and MicroMasters are registeredtrademarks of edX Inc. All Rights Reserved.

OverviewOver the next decade, marketing jobs are projected to grow faster than the average for alloccupations. 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 andpractical skills to build a career in marketing in the digital age. Throughout the program, learners willengage 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.Participants in the Marketing in a Digital World MicroMasters program can build on this programcertificate and take advantage of the entry pathway into Curtin University’s online Master of Marketing degree program on edX. Subject to meeting Curtin’s entry requirements, you will receive creditfor 25% of the degree program. Applications for the Master’s degree program are now open.What You'll Learn: To manage an online brand and to optimise paid, earned and owned digital media assets formaximum impact To develop hands-on skills in proactive and reactive corporate reputation management based onglobal public relations best practice To examine brand management decisions including the strategies and tactics to build and managebrand equity To understand and apply the fundamentals of consumer and buyer psychology essential to thedevelopment of any effective marketing campaign To apply marketing strategies of segmentation, targeting, positioning and differentiation within anonline context1

Real Career ImpactMarketforceMarketing 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 credentialfrom Curtin University provides digital marketing skills for immediate application incontemporary business environments.— Nicole Cikarela , Head of Customer & Strategy, MarketforceProgram BenefitsTake 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 ofMarketing program on edX.If a learner applies for admission to the Master of Marketing program from Curtin University, andis accepted, the MicroMasters program certificate will count towards 25% of the courseworkrequired for graduation. The Master of Marketing is a 300 credit point qualification. If a learnerapplies 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 Marketingprogram.The program also benefits the learner to gain an Australian credential to bolster prospects at areasonable price.Benefit to PTE Test takersPrimary GoalsEducationEmploymentAdvantagesPathway carrying 25% credit toCurtin’s online Master of Marketingprogram on edX or on-campusmaster of marketing program2 Gain an Australian Credential tobolster prospects Pathway for online degree program

Job OutlookParticipants in this MicroMasters program are equipping themselves for a rapidly evolvingfield. There is sustained demand for marketing specialists as mid-career employees seek toenhance their competitiveness in the job market.According to a 2016 CMO Survey, digital marketing is the leading skills gap in organisationalmarketing capabilities.This program is designed to accelerate the careers of Marketers, Digital Marketers andCommunication Professionals.Specialised marketing skills are in demand among software publishers, and professionals inbusiness support services such as Accountants, Web Designers and IT professionals.Program VitalsCourse Starts: 22nd July 2019, Time Commitment: 4-12 weeks/course, 5 courses/programProgram Fee: Rs 50,000 /- applicable taxesPayment by Debit / Credit Card – Loan Facility Available3

Meet Your InstructorsSonia DickinsonAssociate Professor in theSchool of Marketing Curtin UniversityBridget TomblesonLecturer, Public Relations,Curtin UniversityLydia GallantLecturer, Public Relations,Curtin UniversityKatharina WolfSenior Lecturer, Public Relations,Curtin UniversityIsaac CheahSenior Lecturer,School of Marketing,Curtin UniversityIan PhauProfessor in the School ofMarketing Curtin University,Curtin UniversityBilly (Cho Yin) SungLecturer, School of Marketing,Curtin University4

Courses:1. Digital Branding & EngagementWant 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 peoplecommunicate. Businesses can no longer rely solely on traditional business models to build brandawareness.In today’s interconnected, hyperaware world, brand awareness and brand engagement aresynonymous. 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 communicatewith their audiences. You will learn about the challenges of managing a digital brand and how richand 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 Worldthat is specifically designed to teach the critical skills needed to be successful in thisexciting field. In order to qualify for the MicroMasters Credential you will need to earn aVerified Certificate in each of the five courses.What you'll learnThe inter-relationship between paid, owned and earned mediaConsumer change and how it is altering brand communicationsContent marketing and how owned content can be distributed acrosscompany-owned digital media assetsThe value of Earned Media which interests your audience5

2. Reputation Management in the Digital WorldIn 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.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 platformsThroughout the course, you’ll learn from real life case studies and gain an understanding of theimportant role that blogs, Facebook, Twitter, Snapchat and other social platforms play in today’sbusiness world.The digital landscape is fast-paced and continually changing, yet is an equally challenging andexciting 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 Worldthat is specifically designed to teach the critical skills needed to be successful in this excitingfield. In order to qualify for the MicroMasters Credential you will need to earn a VerifiedCertificate in each of the five courses.6

3. Buyer Behavior and AnalysisFor marketers, an understanding of how a consumer selects, purchases, uses and disposes ofproducts 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 willdiscuss how this behaviour is shaped by the social and cultural environment, as well as anumber of psychological factors.You will learn about decision-making processes in consumption behaviour in different buyingsituations. This will develop your ability to integrate marketing processes at a higher level.Concepts drawn from various disciplines such as psychology, economics and anthropology willbe examined.This course is part of the CurtinX MicroMasters Credential in Marketing in a DigitalWorld that is specifically designed to teach the critical skills needed to be successful inthis exciting field. In order to qualify for the MicroMasters Credential you will need toearn a Verified Certificate in each of the five courses.What you'll learnApply analytical tools to determine how culture, personality and lifestyle affect the behavior ofconsumers and selfAnalyze how consumer attitudes are formed, and consumer opinions change in order tobetter understand your own and other’s personal consumption experiencesEvaluate how different sources of group influences can affect and radically change consumers’consumptionCreate specific marketing strategies that focus around what motivates consumers, whatcaptures their attention and what retains their loyalty7

4. Strategic Brand ManagementIn this course, part of the Marketing in a Digital World MicroMasters program, you will learnhow to apply the concepts of advertising and marketing to branding. We will examine topicsand various strategies related to building, measuring, and managing a brand, including directand indirect measures of brand equity, structures of desired brand knowledge, choice ofbrand elements, development of supporting marketing programs, and management of brandsover time.You will learn how to:Develop a framework to identify and establish brand positioning and values to build customerbased brand equityPlan and implement brand marketing programs through integrated marketingcommunications and brand associations to build brand equityEvaluate how a brand equity management system can capture customer mindset andenhance market performance through sources and outcomes of brand equityDesign specific strategies that focus around extending, revitalising and reinforcing existingbrands to retain brand resonance (i.e. loyalty, attachment, community and engagement).The branding landscape is fast-paced and continually changing, yet is a stimulating andexciting 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 DigitalWorld that is specifically designed to teach the critical skills needed to be successful inthis exciting field. In order to qualify for the MicroMasters Credential you will need toearn a Verified Certificate in each of the five courses.What you'll learn 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 resonance8