Marketing in a Digital World

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 heightened demand for a specialised skill set.

The 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 behaviour across buying contexts;
• Marketing metrics;
• Digital brand engagement;
• Digital brand reputation management.

Learn how to increase brand engagement through the creation and distribution of content using an owned digital channel approach.

Learn how to develop, manage and protect an organisation’s online reputation through social media including Facebook and Twitter.

Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.

Examine product/brand management decisions and investigate the strategies and tactics to build, measure and manage brand equity.

Learn about online marketing opportunities and how to use the Internet, social media, and digital analytics to successfully market your business.