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).