Graduate Certificate of Marketing and Digital Communications

Unit Code: APG5191

Contact Hours: 24 hours of study per week

Duration: 6 weeks

Description:

This unit will develop foundation knowledge and skills in the field of global communications at graduate level.  Particular focus is given to understanding the critical roles played by communications fields and industries across diverse sectors including politics, government, business and everyday society. These roles are further explored in the context of the complexities posed by a world of digitalisation and globalisation. 

Unit Code: APG5192

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Strategic communication in a digital era further explores broad debates in the core concepts and theories of strategic communication across public, private and non-government sectors in a global context. In today’s societal world anyone from politicians, to business leaders, to environmental and human rights groups, as examples, lean to the fields of communications and media to advance their strategic aims and goals. Sources, strategies and ethics will be further analysed together with a particular emphasis on the complexities of new social movements and communication for development. These distinct ethical considerations are critical to professional communications in a digital era.

Unit Code: APG5193

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

In this unit, students acquire skills in gathering, analysing and visualising digital data to gain a better understanding of audience sentiment, behaviour and engagement. Drawing on case studies and practical research, students understand the value of data analytics in informing communication strategies. Students also engage with the ethical and legal concerns at the heart of public debates relating to the collection and use of ‘big data’ 

Unit Code: APG5194

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Effective crisis communications will identify and critically evaluate key concepts and theories in the context of crisis communications and issues management. Corporations, including key stakeholders, the government and the non-profit sector will be further explored, identified and critically evaluated with a focus on the implications of increasing globalisation and digital technologies. The role of empathy in crisis communications and disaster response will also be a focus to assist with the design and development of effective and ethical communications plans. Advanced communication, research and analytical skills will be utilised to proactively manage issues and crises and mitigate their impact for diverse organisations.

Unit Code: MKO5601

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

The social media landscape will be investigated in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on understanding trends and changes in consumer behaviour as a result of social media, including examining why and how certain ideas spread and how businesses can meet the needs and wants of consumers through the social media landscape.

Unit Code: MKO5881

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Digital marketing takes traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.

Unit Code: MKO5916

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Marketing principles in a digital world examines the concepts and theories of marketing and applies them within a digital context. The unit will explore developing a marketing orientation through value, whilst understanding consumer behaviour in a digital world. The role of marketing in the creation of value for stakeholders, together with using contemporary tools to understand consumers and their needs will be a key focus. Product development in a digital world, creating value through pricing and capturing value through distribution will also be analysed. Strategic marketing tools to design and implement effective competitive strategies will be appraised and selected to create value through marketing ethics, sustainability and corporate social responsibility.

Unit Code: MKO5926

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Integrated marketing communications utilises industry based and theoretical frameworks and processes to prepare an integrated marketing communications plan. The plan will focus on realistic integrated marketing communication objectives and targeting, demonstrating the use of individual and integrated strategies. Tactics relating to marketing communications, message and media decisions will also be recommended and justified. Influences affecting the efficient achievement of integrated marketing communication objectives including budget, resource allocation, project management and environmental pressures will be evaluated. Broader marketing communication industry issues, offering insight and analysis based on research will be assessed, taking into account ethics and measurement.