Marketing Communication Micro-certificate

This online micro-certificate builds a foundation in marketing before moving into how that foundation applies specifically to digital channels. Core theories, concepts and principles of marketing are introduced first, then used as the basis for practising the kind of management decisions marketers face across different industries. The programme covers web-based business models and social media technologies, along with current digital marketing trends and how an organisation might decide where to concentrate its digital efforts. Building on this, participants work on integrated marketing communication planning, combining channels and messages into a coherent strategy for an organisation. Practical components include drafting key messages, selecting appropriate communication tools, and defining audience segments so that a campaign can be aimed accurately. The overall aim is a working ability to plan and communicate marketing strategy rather than only theoretical knowledge of it.