Digital Marketing and Content Creation

Part of the CBS Executive Education Masterclass Series

Two designers working in a studio

In this era of digital disruption, companies are increasingly focused on digital marketing, creating heightened demand for digital marketing specialists. In our Digital Marketing and Content Creation masterclass you will explore potential platforms and means for content dissemination and identify potential opportunities for maximizing content.

This masterclass is facilitated by leading Curtin academics and researchers Dr Billy Sung and Min Teah and draws on insights from research, real life case studies and best practice examples. You will expand your understanding of content creation and communication, and identify digital marketing opportunities through SEO, website design, Google AdWords and social media advertising.


Program details

Date: Thursday 22 November 2018

Time: 8.30am – 5pm

Where: Curtin Graduate School of Business, 78 Murray Street, Perth WA 6000

Cost: $429 which includes a delicious morning tea, lunch and afternoon tea.

For Curtin staff, students and alumni, the subsidised program cost is $399 – please provide your staff/student ID when registering

This workshop can be combined with Digital Storytelling and Reputation Management workshop for $799.

Note: Curtin MBA students will receive 10 professional portfolio points for attending this Masterclass

Key takeaways

  • Understand the importance and role of brand in content creation
  • Understand how to plan and create content for an audience through social listening (e.g. Social Studio)
  • Create a basic content strategy and communication plan
  • Understand and apply the basics of search marketing (e.g., Search Engine Optimisation and Google AdWords) and social media advertising (e.g., Facebook Ads)
  • Appreciate the use of data and analytics to inform digital marketing strategies

Who is this program for?

  • Owners and managers of SMEs in the area of consumer goods and services, hospitality, tourism, or fruit and food industry.
  • Middle and senior executives working in marketing, advertising, branding, market research, or product development in different business sectors who want to develop their practical understanding of digital marketing

Program Schedule

TimeTitleDescription
8.30 - 9.30amBrand Concept and CommunicationIdentifying key brand values and concepts as foundations for content creation and communication
9.30 - 10.15amPlanning for your AudienceUnderstanding who is your audience – Social Studio
10.15 - 10.30amNetworking morning tea
10.30 - 11.30amPlanning your Content Understanding how to create a content strategy. Brainstorming and activity on creating a content strategy.
11.30am - 12.00pmCrafting, Creating and Maximizing ContentExplore potential platforms and means for content dissemination. Identify potential opportunities for maximizing content.
12.00 - 1.00pmNetworking lunch
1.00 – 2.00pmSearch Engine Optimisation and Website DesignExplore the basics of SEO and website design
2.00 – 2.30pmHands-on SEO exerciseAttendees will conduct a step-by-step SEO exercise for their own brand or company
2.30 – 3.00pmSearch Engine MarketingExplore and discuss the use of search engine marketing tools such as Google AdWords with case studies
3.00 - 3.20pmNetworking afternoon tea
3.20 – 3.50pmSocial Media AdvertisingExplore and discuss the use of social media advertising tools such as Facebook advertising with case studies
3.50 – 4.30Digital Attribution and FunnellingPractical application of tracking, attribution and funnelling technologies
4.30 – 4.45pmOnline Shopping Cart AbandonmentA quick overview of contemporary issues regarding online shopping cart abandonment
4.45 - 5pmWrap-Up

Register now