In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time. You will learn how to: Develop a framework to identify and establish brand positioning and values to build customer based brand equity Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement). The branding landscape is fast-paced and continually changing, yet is a stimulating and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising. This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

In public discussions, climate change is a highly controversial topic. However, in the scientific community, there is little controversy with 97% of climate scientists concluding humans are causing global warming. Why the gap between the public and scientists? What are the psychological and social drivers of the rejection of the scientific consensus? How has climate denial influenced public perceptions and attitudes towards climate change? This course examines the science of climate science denial. We will look at the most common climate myths from "global warming stopped in 1998" to "global warming is caused by the sun" to "climate impacts are nothing to worry about." We'll find out what lessons are to be learnt from past climate change as well as better understand how climate models predict future climate impacts. You'll learn both the science of climate change and the techniques used to distort the science. With every myth we debunk, you'll learn the critical thinking needed to identify the fallacies associated with the myth. Finally, armed with all this knowledge, you'll learn the psychology of misinformation. This will equip you to effectively respond to climate misinformation and debunk myths. This isn't just a climate MOOC; it's a MOOC about how people think about climate change.

For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors. You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level. Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined. This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

In this course you will learn about Hollywood and how it came to be the global powerhouse of today. We will discuss the complex Hollywood industry and how business and politics translate into the art of film, TV, and new media. This course will chronicle Hollywood’s growth and global reach since the 1920s, looking at: How Hollywood has responded to new technologies such as synchronized sound, color cinematography, TV, home video, computer graphics, and the internet How the global spread of Hollywood since the 1920s changed the film industry The relationship between Hollywood and independent film Hollywood’s responses to crises in American politics (e.g., world wars, the cold war, the 1960s counterculture, 9/11) We will look closely at representative studios (Paramount, Disney, Fox, and others) and representative filmmakers (Mary Pickford, Charles Chaplin, Frank Capra, George Lucas, Spike Lee, among many others).

When asked, many people cite public speaking as one of their biggest fears. In fact, many renowned public speakers admit that they were once extremely anxious about speaking in front of groups. Good public speaking is more than a performance. It is the result of: Critical thinking Well-organized narrative Reasoning Research Preparation In this course, part of the Communication Skills Professional Certificate program, you will study methods that help to reduce anxiety, build confidence, and customize a process that will result in successful speaking experiences. This course is designed to equip you with knowledge of the principles necessary for formal public speaking with an emphasis on organization, evidence, language use, strategy, delivery, ethics, and effective use of media aids.

Although there are some robots you might never get to meet (or might hope you never meet), such as those sent to space, war or rescue situations, many other robots and bots are being developed to populate people's homes, the online spaces they frequent, their workplaces, and the social spaces they visit. This course explores how people communicate with robots and bots in everyday life, both now and into the future. Module 1 discusses the difficulties of defining what a robot is, as well as briefly introducing bots. Module 2 focuses on bots, chatbots and socialbots in detail, to consider how people communicate with these programs in online spaces, as well as some ethical questions these interactions raise. Robots in the home are the subject of Module 3, with a discussion of robots designed to act as personal assistants leading into some examples of assistive and care robots, as well as telepresence robots that allow people to interact with one another at a distance through a robot. Module 4 considers robots at work, from the potential of telepresence robots to enable remote operations, to robots designed to share people's workspaces, and potentially even take their jobs. One example of a public space where robots might alter people's working and social lives greatly is on the roads with the development of self-driving vehicles, robots that need to be able to communicate with their passengers as well as with other road users.

This course is part of the University of Cambridge’s MicroMasters program in Writing for Performance and Entertainment Industries. We will be looking in depth at how to build a screenplay that communicates its central meaning through strong visual images. How do we write a script containing almost no dialogue? And when we do have to use speech, what constitutes successful dialogue for the screen? How will film genre and history influence your writing? What is the difference between a tagline and a logline? How do you write an effective outline of your script for a producer to read? What is a ‘story bible’ and when do you need one? All these questions and more will be answered. We will be thinking comparatively about screenplay advice from film and TV industry gurus such as Robert McKee and John Yorke - as well as asking you to find your own habits and practices as writing methodology. We will critically analyse the work of filmmakers such as Jeremiah Mosese, Mustashrik Mahbub and Melina Matsoukas. How do our global film and TV industries reflect our social and cultural concerns and needs today? The work of James Frey ( Queen and Slim ), Michaela Coel ( I May Destroy You ) and Phoebe Waller-Bridge ( Fleabag, Killing Eve ) will inspire us to find the stories within ourselves than can change the world. Successful visual communication is a vital skill in any workplace. Visual images are the fastest way to communicate the most information possible in the shortest possible time, and a strong intuitive and strategic grasp of this process will offer you an in valuable creative toolbox for expert communication in any professional sphere. Skill transferability, flexible thinking, and expert language abilities are now essential in a diversifying global job market - come and learn essential new skills, and have fun doing it! You will be set writing exercises over the course of the module, and you will asked to keep a brief creativity journal to note how your ideas progress and how your intuition leads you into productivity. By the end of this module, you will have completed several new scenes of a screenplay, with a considered plan for the structure of the entire piece of work. You will have reflected on how social and cultural mores can become useful themes to create commercially successful work.

This course is part of the University of Cambridge’s MicroMaster’s program in Writing for Performance and Entertainment Industries. How can you utilise the innovative creative world of online digital platforms to advance and create new material as dramatic writers? We will be looking in depth at how to find an digital form that stimulates you as a writer. Do you want to write interactive gameplay ‘script’ for the video game industry? Or learn how to write soundscapes for radio drama and podcast plays? Perhaps you want to create new content for your own YouTube channel? We will be looking at how narrative skill and digital production coincide in all these mediums. We will consider successful professional examples of digital narratives; look deeply into the changing form of scriptwriting in the video game industry, as well as acquire a knowledge of how to reach a target audience online. This is a comprehensive introduction to writing and innovating digital content. Learning to write for online platforms, and how to communicate most effectively with an online audience, is now an highly transferable skill for any profession. Digital expertise, flexible thinking, and expert storytelling abilities are now essential in a diversifying global job market - come and learn essential new skills, and have fun doing it! You will be set writing exercises over the course of the module, and you will asked to keep a brief creativity journal to note how your ideas progress and how your intuition leads you into productivity. By the end of this module, you will have completed several pieces of script in a range of digital mediums of your choice.

This five-week course will help you identify reliable information in news reports and become better informed about the world we live in. We will discuss journalism from the viewpoint of the news audience. Together, we will examine the following topics: What makes news? The blurred lines between news, promotion and entertainment. Why does news matter? Social sharing and the dynamics of the news cycles. Who provides information? How to evaluate sources in news reports. Where is the evidence? The process of verification. When should we act? Recognizing our own biases. How do we know what we know? Becoming an active news audience. If you are interested in becoming a more discerning news consumer, please join us and sign up today.

Strong leadership is regarded as one of the best predictors of organizational success and critical human capital required for career progression in almost every organization. However, leadership is also a highly complex and often misunderstood phenomenon. It‘s hard to define, but we all know good and bad leadership when we see it. This course will equip aspiring leaders with an understanding of what leadership is and how an individual can develop the skills required to become an effective leader in their organization. Taught by instructors and presenters with decades of business and not-for-profit leadership experience, you will learn the difference between leadership and management, the importance of understanding others and building empathy and relationships, and gain a better understanding of the different leadership styles you may encounter throughout your career. Learn through a series of engaging videos, interviews, case studies, written reflections, peer feedback, and other self-insight activities. Our instructors and faculty will help you identify your own values and ethics as a leader, and most importantly, build your self-efficacy, your confidence and belief in your own ability to achieve intended results.