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New digital marketing MOOC launched through edX

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Launched in November, Curtin University’s Digital Branding and Engagement Massive Open Online Course (MOOC) takes a closer look at today’s interconnected, hyperaware world, where brand awareness and brand engagement are synonymous.

The Curtin course has attracted more than 20,700 enrolments from 178 countries, which perhaps is no surprise considering the growth of digital marketing as a field in the last five years. According to a LinkedIn study, the job title of ‘digital marketing specialist’ appears 17 more times as often as it did in 2008.

The new MOOC tracks how brands have changed the way they communicate with their audiences. In the new age of digital brand engagement, brands need to participate in, and inspire, a two-way conversation with their consumers.

Students can learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.

A global partnership

Curtin University’s collaboration with one of the world’s leading education platforms is extending the University’s global reach. EdX is a consortium of elite higher education institutions established by Harvard and MIT universities in 2012. The platform offers interactive online classes and MOOCs through partnerships with many of the world’s top ranked universities.

Curtin has expanded edX’s range of offerings with MOOCS in business mining and digital marketing. A transmedia storytelling MOOC is scheduled for release next year.

Vice-Chancellor Professor Deborah Terry said Curtin was the only Western Australian university in the edX Consortium, and only the fourth in Australia.

“Curtin is transforming its learning experience to become an international leader in education and research, and becoming a member of the edX consortium opens many opportunities for Curtin to collaborate in teaching and learning with leading international universities,” Professor Terry said.

Curtin recently won the Interactive Media Council’s Best in Class – University award for The Business of Mining MOOC.

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