Digital Marketing Pathway

Transcription

1 of business, management and marketing Digital Marketing Pathway Statement of Attainment in Marketing and Communication and BSB52415 Diploma of Marketing and Communication

2 At Open Colleges, we are passionate about helping people from all walks of life to achieve their aspirations and dreams. For more than 100 years, we have been opening opportunities for people across Australia. Today, Open Colleges is blazing a new trail in online and distance education creating Australia s leaders in next generation learning. Why study with Open Colleges? Freedom study where you want, when you want Our courses and learning materials have been designed specifically for open learning Our trainers are industry professionals with experience in supporting open learning students Our dedicated student support team is there to help you every step of the way Our virtual campus OpenSpace provides you with opportunities to interact with trainers and students Many of our courses are nationally recognised and meet professional licensing or registration requirements. North Coast TAFE and Open Colleges In a first of its kind innovation, Open Colleges has now proudly partnered with one of the largest training providers in Australia, North Coast TAFE. Part of the TAFE NSW network, North Coast TAFE provides thousands of students with government accredited and nationally recognised training programs every year. Open Colleges students can now gain TAFE qualifications delivered via our innovative virtual campus OpenSpace, giving you the benefit of accessing a secure, interactive learning environment which supports you in all elements of your study. Combine nationally recognised TAFE credentials with all the flexibility and accessibility of learning through Open Colleges and study anytime, anywhere in Australia.

3 of business, management and marketing Digital Marketing Pathway Statement of Attainment in Marketing and Communication and BSB52415 Diploma of Marketing and Communication This brand new pathway program gives you a powerful combination of digital marketing expertise and a TAFE qualification that s recognised across Australia. Designed by experts The marketing industry helped create this course: we worked with online marketing consultants, marketing executives at high growth companies and marketing industry bodies. Study the latest in digital marketing strategies including: > Digital marketing channels: paid and organic search (SEM & SEO), display, & mobile > Social media marketing > User Experience (UX) > Audience segmentation > Marketing analytics > Global campaign management > Managing a digital brand > Industry disruption COURSE DETAILS Course number Delivery method Course duration Assessments Qualification Nationally recognised Awarded by POTENTIAL JOBS > Marketing Manager E1174 Online > Digital Marketing Manager Maximum 24 months Knowledge tests, case studies, demonstrations/ presentations Statement of Attainment, Diploma Yes Open Colleges, North Coast TAFE > Marketing and Communications Manager Showcase what you can do You ll finish this course with your own digital portfolio: a collection of work that demonstrates your digital marketing expertise to potential employers. Direct entry The pre-requisite subjects are included in this course so no prior experience in marketing is necessary. If you are ready to master the exciting world of digital marketing, this is the course for you. Free industry membership All students enrolled in this course receive a 12 month student membership to the Australian Marketing Institute (AMI) when they have successfully completed at least one assessment within their first month of commencement. The AMI is the leading professional membership body for marketing professionals in Australia. Our marketing Trainers and Assessors are also members of the AMI.

4 Digital Marketing Pathway What you need to know about this course COURSE NUMBER E1174 What will you learn? This course is a unique and powerful combination of cutting edge digital marketing techniques and fundamental marketing strategies. It s crucial for digital marketers to understand the foundations of marketing, and this course begins with topics including: > Market research > Competitor analysis > Customer segmentation > Customer behavior > Insight generation > The marketing mix Once you ve mastered these important components, you begin learning all things digital marketing, including: > Search Engine Marketing (SEM) > Search Engine Optimisation (SEO) > Display, and mobile > Social media marketing > User Experience (UX) > Marketing analytics > Digital campaign management > Global marketing strategy > Online brand management To finish the course you ll develop a fully integrated strategic digital marketing plan which will showcase your mastery of digital marketing Why study this course with Open Colleges? This course is perfect if you re dreaming of becoming a Digital Marketing Manager. > Best of both worlds foundation marketing knowledge combined with digital marketing skills > Developed by industry experts to ensure the latest in digital marketing techniques is covered > Simulated work environment this course incorporates a fictional business case study, including a company website where you can practice your digital marketing skills using real world examples > Develop a complete strategic digital marketing plan to use as a showcase of your skills to employers > Receive a free 12 month student membership to the Australian Marketing Institute (AMI), the industry peak body for marketing professionals in Australia > Nationally recognised qualification in marketing that focuses on digital marketing skills > Awarded by our partners North Coast TAFE > Study online at a pace that suits you. How is the course delivered? This is an online course. This means that you will complete your knowledge and initial skills development through online learning. What is online learning? OpenSpace is Open Colleges online campus. Through OpenSpace you will: > access your learning materials and assessments > undertake and upload assessments > engage and interact with your trainer > participate in student forums and find a study buddy > access your assessment grades and feedback > access student support services. What learning materials are included with this course? The following resources are provided to you via OpenSpace: > Learner guides > Assessment guides > Resource library > Case study organisation > Further readings > Articles/Journals > External links > Videos and Multimedia

5 Digital Marketing Pathway How is the course assessed? During the course, you will undertake: > Knowledge tests - Multiple choice question - True/false question - Short answer question - Scenario based question > Case studies > Demonstrations/Presentations What about Recognition of Prior Learning (RPL)? We understand that you may already have many skills and areas of expertise that you have obtained in different ways and these are recognised through our Recognition of Prior Learning (RPL) process. Open Colleges has developed an RPL application kit for this course. The Student Handbook, available on the Open Colleges website, provides more information about our RPL process. Alternatively, you can contact an Enrolment Consultant to discuss your RPL options. What is the duration of the course? The maximum duration for the course is 24 months. To complete the course in this time frame, we recommend you study a minimum of 12 hours per week. This is a guide only the time taken to complete your course will depend on your level of skill and knowledge. What are the admission requirements for the course? Minimum age requirements You will need to be at least 18 years old. Education and employment recognition Entry to this qualification is open to: > Students who are undertaking the diploma pathway which includes the pre-requisite entry requirements; or > Individuals who have completed all the core units in BSB42415 Certificate IV in marketing and Communication. The pre-requisite units have been included in this course to faciliate direct entry. English language requirements This course requires learners to read comprehensive learner workbooks and textbooks, undertake a range of written assessments, undertake independent research activities and engage in online forums and discussions. Furthermore, the delivery mode relies on the extensive use of written communication. As such, entry to the course requires the successful completion of English to Year 12 level. Where prospective learners have not successfully completed English at Year 12 level, they can demonstrate equivalency in one of the following: > Successful completion of a Nationally Recognised Training qualification at Certificate III level or higher; or > 2 years relevant industry experience in a role that requires the use of written documentation and communication. Open Colleges recognises that not all people are able to read, write and perform calculations to the same standard. See Language, Literacy and Numeracy Considerations section for more information on tools, resources and support services provided to learners by Open Colleges. Computing requirements Learners will need access to a computer and the internet and have basic computing skills. Minimum computer specifications are: All users: > Microsoft Office 2010 or equivalent > Broadband Internet Connection > 2GB of Ram > CD-ROM or DVD drive > Adobe Reader XI or equivalent > Printer and associated software > Adobe Flash Player 10 or higher Specific requirements for Windows users: > Microsoft Windows 8 or higher is recommended > 1 gigahertz (GHz) or faster processor (2GHz or faster recommended) > Adobe Flash Player 10 or Higher

6 Digital Marketing Pathway Specific requirements for Mac OS users: > Mac OS X v 10.5 or higher (Mac OS X v 10.6 or higher is recommended) > 1 gigahertz (GHz) or faster Intel processor (2GHz or faster recommended) Audio-visual requirements You will need access to a recording device and associated software to save and upload audio or video files to open space. Many mobile phones and smartphones include this technology. Students will need access to software to view online videos and images. Software such as Adobe Reader, Windows Media Player, Windows Photo Viewer etc are available as a download from the internet. Some assessments require submission of a video recording which requires a minimum of two people in the audience for simulated interaction activities. Skill requirements > To successfully complete this course, learners will require basic computing skills. This includes: > Creating, saving and editing Microsoft Office documents > Accessing and searching the internet > Downloading and saving documents from websites > Uploading documents through websites > Participating in online discussions > Connecting digital cameras and downloading and storing images > Compressing image files What support services are available? During your studies with Open Colleges, you will have access to a comprehensive range of support services. These include: Academic support Your experienced trainers are available in OpenSpace to answer any questions you may have regarding the learning materials or assessments. Your course coordinator can also provide you with advice and support regarding the overall course. Student support The student support team is your one-stop service centre for all student administrative issues OpenSpace support, assessment results and certification. You can access the student support team in OpenSpace or by or phone. Learning support The learning support team is a dedicated team of specialists that provide you with a comprehensive induction to studying with Open Colleges as well as specific support if you encounter learning difficulties during your studies. Learning support resources, such as writing guides, are available in OpenSpace. You can access the learning support team via your trainer or the student support team. Peer support As a student of Open Colleges you can also access our study buddy system. This enables you to connect with other Open Colleges students studying your course that live near you. Students find this is a great way to keep motivated and build lasting friendships and networks. More information? The Student Handbook, available on the Open Colleges website, provides more detailed information on the support services available to students. We recommend that you read the Student Handbook prior to enrolling with us. What will I obtain on completion of the course? Upon successful completion of this course you will receive a statement of attainment in Marketing and Communication (specialising in Digital Marketing) awarded by Open Colleges (Provider Number: 90796) and a nationally recognised qualification BSB52415 Diploma of Marketing and Communication (specialising in Digital Marketing) awarded by North Coast TAFE (Provider Number: 90010). What funding support options exist? Austudy/Abstudy This course is Austudy/Abstudy approved however you will need to apply directly to Centrelink for information on eligibility.

7 Digital Marketing Pathway Modules and Units Once you are enrolled in this course, you will receive access to the first Module, which contains the first set of units for the course. When you have successfully completed those units, you ll be given access to the next Module. You will complete the Statement of Attainment first and then progress to the Diploma of Marketing and Communication. Statement of Attainment in Marketing and Communication Module Code Unit Title Introduction to digital marketing BSBMKG418 Develop and apply knowledge of marketing communication industry Digital disruption BSBMKG417 Apply marketing communication across a convergent industry BSBMGT407 Apply digital solutions to work processes Digital relationship management BSBCRT401 BSBCMM401 Articulate, present and debate ideas Make a presentation BSB52415 Diploma of Marketing and Communication (specialising in Digital Marketing) Module Code Unit Title Analysing the digital environment BSBMKG507 Interpret market trends and developments Audience identification BSBMKG528 Mine data to identify industry directions The digital marketing mix BSBMKG502 Establish & adjust the marketing mix Digital channel management BSBMKG527 Plan social media engagement Designing user experiences (UX) BSBMKG524 Design effective user experiences Execution planning and analytics BSBFIM501 Manage budgets and financial plans Digital campaign management BSBPMG522 Undertake project work BSBEBU501 Investigate and design e business solutions Global marketing strategy BSBMKG526 Develop strategies to monetise digital engagement Managing a digital audit BSBIPR501 Manage intellectual property to protect and grow business Online brand management BSBMKG525 Design effective web search responses Strategic digital marketing plan BSBMKG523 Design and develop integrated marketing communication plan For full course competency details visit Note: Courses offered by Open Colleges on behalf of North Coast TAFE may include Units of Competency that are graded by TAFE NSW. Students studying through Open Colleges are not subject to TAFE NSW grading criteria.

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9 Studying with Open Colleges Open Colleges provides you with the freedom to study where and when you want. We understand that our students are constantly juggling multiple priorities, so our unique learning approach has been specifically designed to enable you to fit education and training around your lifestyle. After you enrol with Open Colleges you will be provided with access to OpenSpace our cutting edge virtual campus. Here are some of the key features and benefits of OpenSpace: Access Access your learning materials, assessments, videos and additional online resources wherever you have an internet connection. You can also download your study guides, workbooks and assessments so that you can study wherever and whenever it suits you. Support Access the student support team using the online enquiry feature. OpenSpace also provides a detailed searchable database of Frequently Asked Questions, so that we can provide you with 24/7 responses to many of the common queries. You can also contact the student support team by phone on I chose to study with Open Colleges because it is a distance learning specialist that provides a highly flexible course structure and I had to have the time to fit my studies around the priorities of running a business. Jackie Kidd, Orange, NSW. Connections Connect with your trainers, assessors and other students. You can participate in the lively student forums, link up with a study buddy or engage with your trainer. OpenSpace is also where you will submit your assessments and receive your grades. Knowledge OpenSpace is your link to Gale our extensive online library. Through Gale you will have access to millions of academic, magazine and newspaper articles from around the world.

10 How to Enrol Enrolling with Open Colleges is easy: Enrol online today. Just visit our website, select your course and click Enrol Today OR Enrol by phone. Just call one of our friendly Enrolment Consultants on Need more information? We appreciate that choosing the right course is important. If you would like to discuss your career or course options, please do not hesitate to call our Enrolment Consultants on or with your questions.

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