What you will learn

• To manage an online brand and to optimize paid, earned and owned digital media assets for maximum impact
• To develop hands-on skills in proactive and reactive corporate reputation management based on global public relations best practice
• To examine brand management decisions including the strategies and tactics to build and manage brand equity
• To understand and apply the fundamentals of consumer and buyer psychology essential to the development of any effective marketing campaign
• To apply marketing strategies of segmentation, targeting, positioning, and differentiation within an online context

Program Overview

Over the next decade, marketing jobs are projected to grow faster than the average for all occupations. In this era of digital disruption, companies are increasingly focused on digital marketing, creating a heightened demand for a specialized skill set.

Marketing in a Digital World MicroMasters program equips learners with the key concepts and practical skills to build a career in marketing in the digital age. Throughout the program, learners will engage in problem-solving and analytical thinking, gaining expertise in:

• Creating and sustaining a brand;
• Marketing through digital channels, such as social media;
• Consumption behavior across buying contexts;
• Marketing metrics;
• Digital brand engagement;
• Digital brand reputation management.

A MicroMasters Course By CurtinX

Online courses from Curtin University

Meet your Instructors

Sonia Dickinson

Sonia Dickinson is an Associate Professor in the School of Marketing, Curtin University in Western Australia. She lectures in undergraduate courses, with a focus on digital communication management.

In 2011, her contribution to student learning was recognized by the Australian Learning and Teaching Council (ALTC), where she was awarded a Citation for Outstanding Contribution to Student Learning.

Bridget Tombleson

Bridget is a PR professional with sixteen years’ experience in public relations, media relations, issues management, strategy development, and internal communications. Bridget has worked in government, corporate and consultancy roles in Australia and overseas. She has developed a new unit called Transmedia Storytelling for the Public Relations course at Curtin University. As a part of this she teaches across multiple platforms and embeds PR skills that will be sought after in the future, so graduates are relevant upon graduation. Bridget is currently researching students’ engagement with new technologies (in particular social media platforms) and learning in a transmedia storytelling environment. Bridget has strong skills in research and analyzing trends backed by a Master of Public Relations, a Postgraduate Diploma in Business, and a BA English. She specializes in media, science communication, issues management, finance and banking, online communications, government, construction, and IT public relations.

Lydia Gallant

Lydia is a lecturer in the public relations stream at Curtin University’s Business School – delivering innovative, integrated and creative teaching practices, and working with outstanding students. She has more than 15 years’ Australian and Canadian professional experience in agency/consultancy and in-house corporate communication roles. She specializes in brand journalism, media relations, stakeholder engagement, and marketing communication and has taught these disciplines in both corporate workshops and university environments. Her research is currently focused on the challenges and opportunities as well as the employment of multimedia/transmedia storytelling techniques in higher-education. Lydia remains connected with a broad industry network and knowledge-base through membership with the International Association of Business Communicators (IABC) and the Public Relations Institute of Australia (PRIA). Her academic qualifications include Master of Arts (Journalism), Postgraduate Diplomas in eMarketing and Creative Writing, and two Bachelor degrees: B.Commerce (Public Relations) and B.Arts (Asian Studies).

Katharina Wolf

Dr. Katharina Wolf is a senior lecturer and coordinator of the public relations major. Katharina has over fifteen years of communications and media experience as an educator and practitioner. Her industry experience encompasses communications and research roles in Germany, Spain, the United Kingdom, and Australia. Katharina is passionate about providing emerging communicators with a voice and further building the profile of the public relations industry. She is an active member of the Public Relations Institute of Australia’s (PRIA) West Australian State Council, the immediate past President of PRIA WA, a Director on the national PRIA Board, a former Chairperson of PRIA Young Guns and Acting Chairperson of the Institute’s national Education Community Committee. Katharina is equally passionate about student-centered, work-integrated learning; a commitment that has been recognized with a number of local and national awards, including a 2011 Australian Learning and Teaching Award for Excellence in Teaching and two Curtin University Awards for Excellence and Innovation in Teaching. In 2014, Katharina was named as one of the inaugural Fellows of the Curtin Academy, an active honorary network of exceptional leaders committed to and passionate about the collaboration and dissemination of teaching excellence at Curtin University. Katharina holds a first-class honors degree in Media and Communication Studies & Spanish Studies from the University of Wolverhampton, a MA Public Relations from Manchester Metropolitan University, and a Doctor of Philosophy from Murdoch University.

Isaac Cheah

Dr. Isaac Cheah has a strong background in consumer behavior and communication. He has worked on projects with retail brands and other organizations including Blackberry, Shiseido, Club 21, Independent Grocers Alliance, and the Department of Agriculture and Food, Western Australia.

Dr. Cheah has published in various international and peer-reviewed journals in relation to consumer ethnocentrism, nostalgia, brand personality, and country image. Recent publications in the Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Fashion Marketing and Management as well as Marketing Intelligence and Planning evidence his interest and knowledge in consumer behavior and communication.

Ian Phau

Ian Phau is Professor of Marketing and Director of the Luxury Branding Research Cluster at Curtin University. His research interests are in luxury branding, consumer behavior, and advertising appeals. He is Editor-in-Chief of Asia Pacific Journal of Marketing and Logistics, has been awarded Editor of the Year, and has won numerous accolades such as best paper and best reviewer awards. His research has been published in numerous prestigious journals. In addition, Professor Phau has been the recipient of the prestigious national ALTC excellence in teaching award amongst many others. His industry experience extends across Europe and the Asia Pacific region, including consultancy for brands such as Armani, Hugo Boss, Prada, and Shiseido.

Billy (Cho Yin) Sung

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.