Graduate Certificate of Marketing and Digital Communications

Unit Code: APG5191

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

In the fast-changing world of globalisation and communications, ‘Principles of global communications’ will provide foundation knowledge and skills in the understanding of political economy and the power of media ownership. Representation and social media will be a particular focus, together with an understanding of the roles played by audiences, media reception and consumption. Digital disruptions in industries across diverse sectors will be further explored in the context of the complexities posed by policy, regulation, data and privacy. This unit also has a focus on networked communications.

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:

Data analytics in communications is an introduction to the role of big data in the field of strategic communications. Data analytics is discussed and interpreted to assist in providing insights to the processes of communication. A key emphasis will be on social network analysis in which digital data will be gathered, analysed and visualised in the context of communication flows. Google search trends will be further explored, together with a focus on distinct ethical, legal and public interest implications raised by the 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:

Social media marketing will analyse and critically review the social media landscape. Social media marketing strategy, social campaigns and IMC – including Strategies and viral will be further explored. Students will be able to advise and authenticate how organisations can utilise social media to build an in-depth understanding of customers and stakeholders, including the social media customer, social networks and communities. Consumer behaviour and critics of social media marketing will also be analysed to debate and critically reflect on how ideas spread through social media and devise strategies to meet consumers’ needs and wants.

Unit Code: MKO5881

Contact Hours: 20-24 hours of study per week

Duration: 6 weeks

Description:

Digital marketing critically reflects on how traditional marketing structures, concepts, techniques and activities translate into the digital marketing medium. The digital customer journey will be further explored, together with digital business models. An integrated perspective of how digital marketing contributes to value creation for all stakeholders will be a key focus. Search engine marketing, mobile marketing and the role of social in digital marketing will be critically reviewed to create and develop innovative digital solutions to fulfil identifiable needs. Emerging technologies will be adapted and implement, together with theory and practice to the rapidly evolving digital marketing environment.

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 CSR.

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.