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

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.

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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.

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What's inside

Five courses

Digital Branding and Engagement

(14 hours)
Want to learn how to engage people with your brand? Digital tech has rapidly evolved, and so has communication. Businesses can no longer rely solely on traditional models to build brand awareness. In today's interconnected world, brand awareness and 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.

Reputation Management in a Digital World

(21 hours)
In this course, you'll simulate being a communications manager for a fictional organization, making key decisions that will affect its online reputation.

Buyer Behaviour and Analysis

(108 hours)
For marketers, understanding how consumers select, purchase, use, and dispose of products and services is essential for successful marketing management.

Strategic Brand Management

(108 hours)
In this course, 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.

Online Marketing Strategies

(108 hours)
The Internet has emerged as a platform for 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.

Learning objectives

  • 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

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