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MICROCREDENTIAL

Digital and Social Media Marketing

Build your brand, grow your audience and connect with future customers with online marketing. Find out how with this digital and social media marketing fundamentals course. You’ll explore the concepts that underpin effective social media strategy, learn to use digital tools to increase customer engagement and brand reputation and understand how to use online promotion for organisational gain.

 

About this microcredential

Digital and social media marketing offer unique opportunities for customer engagement. During this microcredential you’ll explore digital media tools, channels and opportunities shaping the marketing landscape and learn how to deploy them at each stage of the customer journey.

Powered by the world-class teaching and the advanced research expertise of the UTS Business School, this course will explore:

  • The main digital marketing channels and how to use them
  • Changes in digital technologies and the digital marketing landscape
  • The opportunities and challenges of different digital marketing tools
  • The use of social media platforms to enhance the customer experience
  • Online data collection to inform brand strategy and increase customer engagement.

Key benefits of this microcredential

This microcredential has been designed to equip you to:

  • Apply contemporary marketing theories and frameworks to today’s marketing landscape
  • Evaluate current digital marketing practices to determine best practice and identify opportunities for improvement
  • Design effective marketing solutions to achieve desired organisational outcomes.

This microcredential aligns with the 3 credit point subject, Digital and Social Media Marketing (26809) in the Executive Master of Business Administration (C04424). This microcredential may qualify for recognition of prior learning at this and other institutions.

Who should do this microcredential?

This microcredential has been designed to bring your brand to life, whether you’re self-made or working in the start-up, private or public sector. 

This course will benefit:

  • Aspiring digital and social media marketing professionals
  • Communications, marketing and sales professionals seeking digital experience
  • Customer experience or customer service workers
  • Entrepreneurs or small business owners
  • UX and UI designers
  • Process improvement professionals.

Price

Full price: $3,077 (GST-free)*

Special price $2,676 (GST free)*

*Price subject to change. Please check price at time of purchase. 

Discounts are available for this course. For further details and to verify if you qualify, please check the Discounts section under Additional course information

Enrolment conditions

COVID-19 response 

Additional course information 

Course outline

This course is delivered through a mix of online learning and four live online sessions. The course features a mix of theoretical concepts and application in today’s world, designed to enable participants to solve complex business problems using evidence-based judgement as well as analytical and creative skills. 

You’ll have access to online resources and self-directed learning activities and are expected to study online materials provided via the UTS learning management system (Canvas). You'll be expected to complete online learning activities which will help identify knowledge gaps and inform discussions. You’ll also be required to engage in online discussions with your peers and the facilitator.

Online sessions have been designed to present the theory and practice of the course content, as well as review questions and upcoming assessments. You’ll be advised if required to complete pre-work activities before attending the live online sessions. Discussions will focus on the application of concepts, techniques and methods.

A mandatory, online formative assessment provides participants with feedback to direct their self-study. Ongoing general and individual feedback will be provided throughout the course via the Canvas platform. Participants will also receive formal feedback on assessment tasks.

Course delivery

This course is delivered online over seven weeks, with both facilitator-led and self-directed components. You can expect to spend approximately 10 hours per week completing this course. 

Course learning objectives

By the end of the course, you should be able to:

  • Apply contemporary marketing theories and frameworks to digital strategies in today’s marketing landscape
  • Critically evaluate current digital marketing practices
  • Design digital marketing solutions to achieve organisational outcomes.

Assessment

Task 1: Digital campaign or website analysis and social media audit (weighting: 30%)

  • Part a (15%): Analyse a digital campaign communication piece and landing page (or website)
  • Part b (15%): Complete a social media audit
  • Length: 500 words each

Task 2: Digital and social media marketing critical evaluation and recommendations report (weighting: 70%)

  • Length: 1,500 words + tables and appendices

Participants must achieve at least 50% of the total marks to pass this course.

Requirements

Mandatory

  • To complete this online course, you will need a personal computer with adequate internet access and sufficient software and bandwidth to support web conferencing. You will also require an operating system with a web browser compatible with Canvas, Zoom and Microsoft Teams.

Discounts

Discounts are available for this course as follows:

  • 5% discount for strategic partners
  • 5% discount for 2 enrolments in UTS Business School microcredentials (same person or same organisation)
  • 10% discount for UTS alumni
  • 10% discount for 3 or more enrolments in UTS Business School microcredentials (same person or same organisation)

Discounts cannot be combined and only one discount can be applied per person per course session. Discounts can only be applied to the full price. Discounts cannot be applied to any offered special price. 

How to obtain your discount voucher code

  • Please contact the team at support@open.uts.edu.au with your student number, strategic partnership details or details of group enrolments, to obtain your discount voucher code. 

How to apply your discount voucher 

  • If you are eligible for a UTS alumni discount, please ensure you have provided your UTS student number in your UTS Open Profile (under “A bit about you”). If you have forgotten your UTS student number, email support@open.uts.edu.au with your full name, UTS degree and year of commencement.  
  • Add this course to your cart 
  • Click on "View Cart" (blue shopping trolley at top right of screen). You will need to sign in or sign up to UTS Open 
  • Enter your eligible code beneath the “Have a code?” prompt and click on the blue "Apply" button 
  • Verify your voucher code has been successfully applied before clicking on the blue "Checkout" button. 

 

$2,676.00

START DATE

13 March

MODE

Online

DURATION

7 wks

COMMITMENT

Avg 10 hrs/wk

Make an enquiry

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Lead academic

Dr Kaye Chan

Dr Kaye Chan
Director of Digital Marketing (online)

Kaye is the Director of the Master of Digital Marketing program at UTS and an acclaimed data and marketing analytics researcher. A former marketing executive in the pharmaceutical sector she brings a wealth of industry experience to her research and teaching practice. Kaye’s research focuses on data analysis to address issues faced in media and advertising in the online environment, using a range of marketing analytic approaches. With this background, Kaye brings insights in both management perspectives and the day-to-day understanding of today's marketing environment.

Kaye has extensive experience in the design and delivery of marketing, communications, media planning and digital marketing curricula and is passionate about helping students develop work-ready skills that support success in their careers.

 

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Melissa Clarke

Melissa Clarke
Academic

Melissa is a business, marketing and higher education consultant with a passion for helping others bring new ideas to life. Melissa has industry experience across a range of sectors including international trade, publishing, fine arts, logistics, mining exploration, the Olympics and digital marketing in Australia, the Asia-Pacific region and UK.

Melissa supports the UTS Business School in core, elective and capstone units for post-graduate, under-graduate and short course programs.

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Book a session

Mon 13 Mar 2023 -
Sun 30 Apr 2023
Expert: Dr Kaye Chan, Melissa Clarke
  • Online via Zoom
  • Online
  • 4 sessions, 4 hours total

Enrolments close at 11.59pm, 30 January 2023 (AEST). Participants will need to undertake approximately 10 hours of self-directed online learning each week over 7 weeks.

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Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.

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