link Source: www.edx.org
date_range Starts on August 16, 2021
event_note Ends on November 7, 2021
list 12 sequences
assignment Level : Advanced
chat_bubble_outline Language : English
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Key Information

credit_card Free access
verified_user Fee-based Certificate
timer 96 hours in total

About the content

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.

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.

  • Use basic e-marketing tools
  • Apply traditional marketing strategies in an online environment
  • Evaluate a firm's internet marketing strategy

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Prerequisite

Successful completion of MKT1x and MKT2x

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Syllabus

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

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Instructors

Billy (Cho Yin) Sung
Senior Lecturer, School of Marketing
Curtin University

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Content Designer

Curtin University
Curtin University
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Platform

Edx

Harvard University, the Massachusetts Institute of Technology, and the University of California, Berkeley, are just some of the schools that you have at your fingertips with EdX. Through massive open online courses (MOOCs) from the world's best universities, you can develop your knowledge in literature, math, history, food and nutrition, and more. These online classes are taught by highly-regarded experts in the field. If you take a class on computer science through Harvard, you may be taught by David J. Malan, a senior lecturer on computer science at Harvard University for the School of Engineering and Applied Sciences. But there's not just one professor - you have access to the entire teaching staff, allowing you to receive feedback on assignments straight from the experts. Pursue a Verified Certificate to document your achievements and use your coursework for job and school applications, promotions, and more. EdX also works with top universities to conduct research, allowing them to learn more about learning. Using their findings, edX is able to provide students with the best and most effective courses, constantly enhancing the student experience.

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