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Digital Marketing Package (Digital Content Producer Stream)

Course Overview

Become a Digital Marketer

This comprehensive two year course has been designed to springboard you into a career in Digital Marketing and Digital Content Production.

You will learn the latest strategies and techniques used by digital marketing agencies by exploring industry case studies and a wide variety of rich learning resources – all delivered through a powerful online learning platform.

You will also undertake real world projects, in face-to-face instructor led workshops, where you will gain hands-on skills in the latest tools and technologies that power today’s digital economy and produce your own portfolio of cutting edge creative work.

The following qualifications are included in this package:

BSB52415 Diploma of Marketing and Communication (Digital Marketing)

In this dynamic, industry-focused course, you will learn the latest real-world digital marketing strategies and techniques used by digital agencies and innovative businesses to engage an online audience.

You will learn how to interpret a creative brief, identify and define a target audience, evaluate online marketing strategies and develop an integrated marketing communication plan. You will then gain experience in using the latest digital marketing tools and technologies as you learn how to successfully implement complex digital campaigns that deliver on strategic business objectives.

This course is delivered through a powerful online learning platform and face-to-face instructor led hands-on workshops, using a range of rich learning resources and real-world scenarios that will prepare you to hit the ground running in your new career in the digital marketing industry.

ICT40815 Certificate IV in Digital Media Technologies (Digital Content Production)

This dynamic digital content production course will teach you the real world, hands-on skills and know-how that will enable you to succeed as a creative content producer in the digital marketing and online publishing industries.

Learn from industry experts the tools and technologies that power todays digital economy and develop your own portfolio of creative work that will power you right into your next career opportunity.

Students will learn how to design and produce animated graphics and banners for social media, create effective advertisements for online marketing, build and modify web pages, and shoot and edit cutting-edge interactive video experiences. By undertaking real-world projects, you will develop skills and understanding that will enable you to successfully navigate the creative production workflow as a freelance producer or working in a digital agency or content publishing environment.

This course is delivered through online learning and face-to-face instructor led hands-on workshops.

Vocational Outcomes

This package will prepare you for roles in the Digital Marketing and Digital Production industries, providing you with the skills and knowledge you need to be an attractive candidate for employment in roles such as:

  • Digital Content Producer
  • Digital Marketing Coordinator
  • Social Media Content Producer
  • Social Media Manager
  • Multimedia Designer
  • Digital Video Producer
  • Website Content Coordinator
  • Digital Advertising Campaign Manager
  • eCommerce Coordinator
  • SEO Specialist

 

[ Download Brochure: English ]

CURRICULUM

Diploma of Marketing and Communication (Digital Marketing)

In ‘Digital Marketing Research and Strategy’ you will design an online marketing strategy for a business by analysing the performance of existing and potential competitors within an industry and developing a range of integrated marketing materials for a defined target audience.

Over six weeks you will develop your skills and knowledge in a real-world context as you:

• Explore the principles of consumer behaviour and analyse the media consumption habits of specific audiences to determine the potential success of a range of marketing strategies.
• Evaluate a range of potential marketing communication styles against the brand character of a product or service.
• Use statistical techniques to analyse and interpret data and prepare high impact data visualisations for presentation within a marketing communications plan.
• Design and develop a series of creative briefs for a product or service that reflect the marketing strategy of a business and appeal to the unique characteristics of a target audience.

In ‘eCommerce Marketing Communications’ you will design and develop a strategy for launching an innovative e-commerce business within a real-world context using a range of digital marketing and communication strategies.

Over six weeks, you will develop practical e-business skills and knowledge as you learn how to:

• Analyse and evaluate e-business models and strategies for marketing, buying and selling goods and services online.
• Design an e-commerce strategy for a business by identifying opportunities in a market and determining the cost and revenue potential of your solution.
• Evaluate a website’s design, according to its e-commerce strategy, and implement changes to ensure the design effectively communicates the features and benefits of its products or services.
• Research, prepare and implement an e-marketing communications strategy for a business that integrates email and website marketing and reflects the strategy, goals and values of the business.

In ‘Search Engine Optimisation and Marketing’ you will develop the skills and knowledge you require to optimise a website for search engines and design a complex and targeted search engine marketing campaign.

Over six weeks, you will explore the latest industry tools and technologies in a real-world context as you learn how to:

• Determine search terms being used by current and prospective customers and develop a strategy to improve a website’s position in organic search results using appropriate ‘white hat’ techniques.
• Implement strategies to enhance a website’s design, tags, links and metadata and apply site code to maximise the search effectiveness of a website.
• Regularly review the performance of a website’s search engine visibility and track its page rank using a web analytics service.
• Analyse and document the search engine behaviour of a target audience and evaluate the costs and likely benefits associated with implementing a paid search engine marketing campaign.
• Identify, plan and implement a strategy to measure the effectiveness of a marketing campaign against its strategic objectives, budget, and timeline using a range of metrics.

In ‘Designing Digital Experiences with Mobile’ you will develop the skills and knowledge you require to design, develop and run an innovative marketing campaign using mobile GPS technologies to target customers in the vicinity of a local business.

Over six weeks, you will explore the latest industry tools and technologies in a real-world context as you learn how to:

  • Use project management tools to develop a project plan that provides a solution to a real-world business challenge, defining the parameters of the project including its deliverables, budget, timeline and outcomes.
  • Design a series of effective and innovative digital marketing interactions with individual users.
  • Prepare and review site maps, wireframes and storyboards of user journeys across the relevant technologies and platforms.
  • Create an actual prototype or virtualised test environment with consistent and intuitive user experience design and establish systems and processes to collect data on your customers.

In ‘Creative Display Advertising’ you will develop the skills and knowledge you require to write creative copy and design effective advertisements as you implement a complex online advertising campaign designed to reach a target audience.

Over six weeks, you will explore the latest industry tools and technologies in a real-world context as you learn how to:

  • Interpret a creative brief to create original copy and an impactful design aesthetic that effectively communicates the features and benefits of a product or service to a specific target audience.
  • Create a series of targeted advertisements that you have custom designed to meet the technical specifications of multiple digital platforms and devices.
  • Explore a range of real-time, demand-side digital advertisement server providers and assess their capabilities in reaching a target audience.
  • Evaluate and set boundaries for involvement in real-time bidding markets and determine the most effective budgets and time limits to enable you to run a successful online advertising campaign.
  • Monitor the reach and response rates for your advertisements as you monitor real-time server metrics and adjust your campaign to address changing circumstances.

In ‘Social Media Community Management’ you will develop the skills and knowledge you require to devise and implement a complex public relations campaign and successfully engage and interact with a target audience on social media platforms.

Over six weeks, you will explore the latest industry tools and technologies in a real-world context as you learn how to:

  • Identify and specify the characteristics of a target audience, research their online habits and model their typical online journey.
  • Identify the primary objective of a public relations campaign and prepare the messages and strategies, schedule, and budget for a campaign.
  • Engage with an audience on social media platforms by offering personalised responses to questions, comments and reactions, and develop content that maintains a consistent message.
  • Use online platforms to schedule the release of content on social media and measure it’s reach and impact with its target audience using analytics software.
  • Set measurable metrics to determine the success of a public relations campaign against its objectives.

Certificate IV in Digital Media Technologies (Digital Content Production)

In ‘Social Media Marketing’ you will learn essential concepts and best-practice workflow for engaging and managing audiences using the latest industry software and social media platforms.

Over twelve weeks, you will learn how to craft a purposeful and engaging marketing message, based on the habits of a specific demographic, and choose the most effective platforms with which to reach them.

You will apply the knowledge and skills you have acquired to devising a social media marketing campaign for a business of your choice. You will then use your creative skills, and the latest technology, to produce a suite of digital marketing materials that are strategically designed to attract and motivate your target audience.

In ‘Graphic Design for Screen’ you will learn how designers use elements such as line, shape, form, texture, and balance in visual design projects, and develop your skills in selecting and using typography, colour and composition to create effective and purposeful screen graphics.

Over six weeks, you will spend time exploring how Adobe Photoshop is used for image editing and manipulation and learn real-world design techniques by working on graphic design projects. You will also be introduced to how Photoshop can be used in video editing and production as a powerful image enhancement and colour grading tool.

You will then apply the knowledge and skills you have acquired in a real-world context by creating a range of screen graphics that are commonly used in websites, social media marketing and e-commerce including still image, animated and interactive banner ads.

In ‘Creating Websites’ you will develop fundamental skills in web design and development that will enable you to conceive, build and style your own unique, targeted webpages.

Through extensive use of Adobe Dreamweaver CC, you will learn the correct industry practices for creating new websites by both writing and editing HTML and CSS and developing your abilities in producing clean and accessible code that meets industry standards.

Over the six weeks, you will spend time initially building your coding skills, before undertaking a real-world challenge in which you will learn how to modify an existing website to meet the requirements and specifications of a client brief. You will then apply the knowledge and skills you have acquired to planning, designing, and building your own website.

In ‘Interactive Video Production’ you will develop a wide range of the industry skills you need to work as a Digital Producer as you experience the workflow involved in the complete end-to-end creative production process and learn how to plan and deliver an innovative digital project.

Over twelve weeks, you will write and storyboard a creative concept for an interactive ‘choose your own adventure’ style online video experience. You will learn fundamental techniques in capturing digital video in a natural environment, exploring how cinematographers use composition, lighting and sophisticated camera tools and techniques to create beautiful and purposeful moving images.

You will learn how to export, log and prepare footage for the edit process, and then build skills in authoring interactive media, and designing visual components as you produce a cohesive, and cutting-edge video project.

Any artist, designer, writer or producer who wishes to make money from their work, and avoid exploitation, must know the legislative rights they hold and the mechanisms that are in place to protect creative works.

In ‘Copyright in Digital Industries’ you will learn about the importance of privacy, security and confidentiality in a digital workplace, and learn how to use digital technologies and systems safely, legally and ethically when gathering, storing, accessing and sharing information.

You will become familiar with specific documents for copyright, privacy, and ethics and explore a variety of legal case studies on copyright and intellectual property. Finally, you will explore the concept of ‘fair dealing’ in Australian copyright law and analyse cases where you can use elements of other copyrighted work in your creative works.

In ‘WHS in Digital Industries’ you will develop the skills and knowledge you will require to participate in workplace health and safety (WHS) communication and consultation processes, including communicating WHS information to others.

You will analyse WHS Acts, regulations, codes of practice, policies and procedures, and learn how to take appropriate actions to remove barriers to communication and consultation processes, and support others to raise relevant WHS issues in meetings and follow up on outcomes.

Studying ‘WHS in Digital Industries’ is a course requirement, mandated by the Australian Government, for the purpose of achieving safe working environments for all Australian workers.

Level Advanced
QUALIFICATIONS BSB52415, ICT40815
Duration 2 Years
INSTITUTION ACIT
Branch Gold Coast
Seats Available 30
Domestic Fees $15,995
International Fees $15,995
Price $15,995.00

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