Course Title: Future Skills: Digital Leadership and Digital Marketing Strategy

Part A: Course Overview

Course Title: Future Skills: Digital Leadership and Digital Marketing Strategy

Credit Points: 12.00

Important Information:

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Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JanJun2020 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JulDec2020 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JanJun2021 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JulDec2021 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JanJun2022 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JulDec2022 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JanJun2023 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JulDec2023 (All)

BUSM4806

City Campus

Postgraduate

660H Graduate School of Business and Law

Internet

JanJun2024 (All)

Course Coordinator: Anthos Yannakou

Course Coordinator Phone: +61 (408) 673817

Course Coordinator Email: anthos.yannakou@rmit.edu.au

Course Coordinator Location: Building 13 Level 2


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

This course is a learning experience that includes two of RMIT Online’s Future Skills short courses. It focuses on two important capability areas for a product manager – Digital Leadership and Digital Marketing Strategy.

The digital leadership component will expose students to the leadership practices and mindsets required to lead product development and product teams. During this course, students will be introduced to a range of leadership frameworks and models, particularly within fast changing digital environments. Students will gain an appreciation of evolving workforce needs and associated impacts on leadership practice, and how different leadership approaches can help address these challenges.

The digital marketing component of this course focuses on enabling students to research, design and develop effective digital marketing strategies. Students will learn several modern and practical methods of marketing using key digital tactics and techniques, identify customer business behaviour and segmentation, and develop Search Engine Optimisation (SEO) and Search Engine Management (SEM) strategies and social media campaigns.

 


Objectives/Learning Outcomes/Capability Development

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On successful completion of this course you will be able to:

CLO1 Critique a range of digital leadership models by identifying leadership requirements and opportunities in organisational contexts.

CLO2 Develop leadership approaches to address changing workforce needs by evaluating leadership methodologies and emerging challenges in contemporary businesses.

CLO3 Develop a multi-channel marketing strategy by analysing product positioning, customer needs and distribution channels.

CLO4 Create an audience development plan by identifying the key marketing channels, success metrics and optimisation actions.

 


Overview of Learning Activities

This course uses highly structured learning activities to guide your learning process and prepare you for your assessments. The activities are a combination of individual, peer-supported and facilitator-guided activities, and where possible project-led, with opportunities for feedback throughout. 

Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights. 

Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone. 

The learning activities enable you to understand course learning resources and apply that learning to improve your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies. 

 


Overview of Learning Resources

Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources. 

Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period. 

In your class environment, besides your learning activities you will also find 

  • All assessment briefs 
  • A course information page with a study schedule, 
  • Various communication tools to facilitate collaboration with your peers and facilitators, and to share information 

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

 


Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows.

Assessment Task 1: 50%
Linked CLOs: 1, 2

Assessment Task 2: 50%
Linked CLOs: 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.