Course overview
This course aims to develop students' understanding of marketing in the electronic environment. Extending key concepts covered in earlier courses, this course equips students with theoretical and practical knowledge by examining how marketing activities are executed over the Internet and contrasting these activities with traditional marketing approaches. The following topics will be covered in the course: digital marketing strategies and the analysis of consumer behaviour in digital contexts; web-based digital technologies (including Search Engine Optimization and Search Engine Marketing); online advertising and virtual reality; social media marketing (including influencers marketing); mobile marketing (including mobile apps and mobile payments); the marketing 'tech-stack' (including marketing analytics, marketing automation, artificial intelligence and cloud technology); measures of the effectiveness of digital marketing (including attribution marketing and bid data); legal frameworks (including cybersecurity).
Course learning outcomes
- Develop and employ digital marketing strategies to improve business performance.
- Compare and contrast consumer behaviour in traditional (offline) versus digital contexts.
- Analyse the impacts of different types of digital marketing communications on business performance.
- Analyse social and ethical issues in globalised electronic markets.
- Identify emerging trends in digital marketing.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); ii) Ethical Awareness (advanced level); iii) Written Communication (intermediate level); and iv) International Perspective (advanced level).
Availability
Class details
Adelaide City Campus West
Class number 23787
Section LE01
Size 90
Available 81
Class number 23789
Section TU02
Size 30
Available 27
Class number 23790
Section TU03
Size 30
Available 27
Class number 23792
Section TU05
Size 30
Available 27
Online
Class number 20174
Section 01OL
Size 100
Available 95
Class details
Adelaide City Campus West
Class number 59761
Section LE01
Size 90
Available 90
Class number 59762
Section TU01
Size 30
Available 30
Class number 59763
Section TU02
Size 30
Available 30
Class number 59764
Section TU03
Size 30
Available 30
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