Digital technologies, globalisation, social media sites and instantaneous modes of communication have altered the landscape of traditional marketing. In some ways, strategic marketing has responded to these changes by shifting its focus to online media platforms. Such online marketing strategies are represented by the online proliferation of pop-up pages, paid listings, YouTube advertisements and auto-play videos. This online micro-credential will explore and assess some of these online marketing strategies. The micro-credential will evaluate their effectiveness and the level of antagonism they elicit in online media users. An exploration of new marketing strategies for online platforms that reflects the post-marketing world of the twenty-first century will be described. Marketing in an online, post-marketing world entails a new form of communication that veers away from traditional advertising techniques that are directed at passive consumers. Instead, savvy marketing strategies must focus on creating a conversation with their customers, engaging their customers as interlocutors of consumption, that acknowledges and promotes a back-and-forth mode of communication.

This online micro-credential provides a non-creditable micro-credential and digital badge which can be shared to your social networks and displayed in your professional portfolio.

Career Opportunities

Undertaking this micro-credential enables students to meet their Continuing Professional Development obligations and industry update requirements in their profession. Upon successful completion of the micro-credential , students will be awarded Continuing Professional Development (CPD) hours, a non-creditable micro-credential (Digital Badge) and a Certificate of Completion.

Course Learning Outcomes

1. Identify how digital technologies, globalisation, social media sites and instantaneous modes of communication have altered the landscape of traditional marketing
2. Describe the role of consumers in online strategic marketing through social media platforms
3. Outline the key elements of contemporary marketing strategies which engage the consumer as a tactic to influence their purchasing behaviour.

Assessment

Online Quiz

Award

Digital Badge via Credly

Students can also download a Certificate of Completion, share to social media or add to a professional portfolio.