1 MKT1x – Digital Branding and Engagement

DIGITAL BRANDING AND ENGAGEMENT (MKT1X) COURSE SYLLABUS

2 MKT1x – Digital Branding and Engagement

MKT1x - Digital Branding and Engagement

Course Description: Digital technology has rapidly evolved in the last decade, and so too has the way people communicate. Businesses can no longer rely solely on traditional business models to build brand awareness. In today’s interconnected, hyper-aware world, brand awareness and brand engagement are synonymous. We are in the age of digital brand engagement, where brands need to participate in, and inspire, a two-way conversation with their consumers. This course will teach you about this shift and how it has altered the way brands communicate with their audiences. You will learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.

Course Objectives: In this course you will learn about:

• The inter-relationship between paid, owned and earned media • Consumer change and how it is altering brand communications • Content marketing and how owned content can be distributed across company owned

digital media assets • The value of earned media which interests your audience

Pre-Requisites: None. However, you will require a Google account to complete the activities and you will need access to YouTube to view some of the independently created video content. If you are unable to access Google for any reason, you will be able to complete the activities via the Discussions area instead.

Time Commitment: 2 hours per module per week.

Instructors: Associate Professor 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.

3 MKT1x – Digital Branding and Engagement

Areas of Expertise • Advertising regulation • Message source effects in advertising • Consumer empowerment • Brand authenticity

Major Works Sonia’s work has been published in the Journal of Advertising Research, European Journal of Marketing, Journalism and Mass Communications Quarterly, Journal of Business Research, International Journal of Advertising and the Journal of Marketing Communications Teaching Assistant Alison Barker Alison over thirteen years experience teaching various Marketing units in the School of Marketing and the Graduate School of Business, Curtin University and fifteen years as a marketing practitioner. In 2013, Alison received an Excellence in Teaching and Learning award for innovative teaching practice that enhanced learning through Marketing 1100 video promotion presentations. Alison also works as a Professional Learning Consultant and designs and delivers professional development that assist academics to create excellence with their teaching practice. Her area of speciality is collaborative learning spaces and distributed learning in the University environment. Her areas of interest for research are co-branding and teaching using digital technology to create a global classroom.

Course Syllabus: This course consists of four modules. We estimate that you will need to spend at least 2 hours per week on each module. Module 1: The Digital Consumer In this module you will:

• Compare and contrast marketer control versus consumer control • Examine consumer empowerment • Explore consumer participation and engagement

Module 2: Content Marketing In this module you will:

• Examine content marketing and determine its value • Explore different strategies for content distribution • Identify some of the challenges associated with content marketing

Module 3: Owned Media Assets In this module you will:

4 MKT1x – Digital Branding and Engagement

• Explore the concept of owned media and its importance to brands • Investigate the impact of owned media decision making • Examine a range of owned media assets and determine their value

Module 4: Earned Media In this module you will:

• Investigate brand engagement and why is it important • Examine and evaluate a range of engagement platforms • Identify different levels of engagement • Explore strategies for shaping earned media

Google+ Community: At the start of the course, you will be prompted to join the MKT1x - Digital Branding and Engagement Google+ Community page: This is a private page. The Google+ Community page is the owned media asset of this course, and is the basis of learning activities that are focused on fostering engagement between fellow course participants. If you are unable to join the Google+ Community page for any reason, you can complete the Google+ activities via the Discussions area instead. More information is provided in the About this course section.

Course Schedule: Week Date Topic Assessment

0 Mon 4 Apr About this course -

1 Mon 11 Apr Module 1: The Digital Consumer Google+ Activity 1 Module Quiz

2 Mon 18 Apr Module 2: Content Marketing Google+ Activity 2 Module Quiz

3 Mon 25 Apr Module 3: Owned Media Assets Google+ Activity 3 Module Quiz

4 Mon 2 May Module 4: Earned Media Google+ Activity 4 Module Quiz

5 Mon 9 May Course wrap up -

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Assessment Summary: As noted in the Course Schedule, this course consists of four assessments. At the end of each module you need to complete a Google+ Activity and a Module Quiz. The Module Quizzes are an extension of the Google+ activities, so engaging in the activities will help you answer questions in the quiz. Details are provided within the online modules.

Assessment Type No# of Assessments % of Final Grade

Module Quizzes 4 25% each

In order to successfully complete this course and gain your Certificate of Achievement you must gain an overall mark of 70%.