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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.
Topic 1: Introduction to digital marketing/global issues/digital marketing plan
Topic 2: Segmentation, targeting, differentiation and positioning strategies
Topic 3: Digital marketing management: distribution and promotion strategies
Topic 4: Digital marketing management: product and pricing strategies
Topic 5: Digital marketing tools: website, Google AdWords, Google Analytics, AdSense, etc.
Topic 6: Strategic digital marketing and performance metrics
Topic 7: Online consumer behaviour and psychology
Topic 8: Planning and developing website and content
Topic 9: Social Media Marketing
Topic 10: Digital Analytics
Dr. Billy Sung coordinates a postgraduate digital marketing unit for which he recently won an award for outstanding student satisfaction. He helped establish and now manages the Luxury Branding Consumer Research Laboratory at Curtin's School of Marketing. He also co-founded and is currently an adjunct research fellow at the Laboratory of Social Robotics and Mobile Technology at Griffith University. Billy's research is based on the study of emotion and the application of psychophysiological methodology in multiple disciplines including psychology, marketing, public health, nursing, and robotics.