Course overview
Digital media and technologies are causing a significant shift to a new business reality, and changing the way businesses connect with customers and other stakeholders. This course aims to develop students' understanding of contemporary business in the digital media environment. Students will develop an understanding of digital business models, digital customer journeys, and apply relevant theories and principles to address business challenges in a digital context.
Course learning outcomes
- Understand the importance of digital media in relation to business practice
- Evaluate the various digital marketing tools used within a digital media strategy
- Describe a range of common strategies for use in a digital marketing plan including the digital marketing toolbox, content marketing, mobile marketing, augmented, virtual, and mixed reality, and social media
- Recommend and justify an appropriate mix of such strategies to create a digital media strategy
- Display critical thinking and problem solving skills