Course overview
This course examines the key concepts of digital media in marketing, focusing on the areas that dominate the industry such as social media and search engine marketing. Building on the latest research in the area, the course examines the application of digital media in marketing, and tools and tactics for advancing marketing strategy in the digital environment. Emphasis is also placed on developing understandings of new and emerging digital technologies and the customer journey to inform marketing strategy and address challenges within the digital environment, such as privacy and policy, evolving online cultures, and vulnerability in the digital world.
Course learning outcomes
- Critically evaluate the various marketing concepts used within a changing digital environment
- Apply digital marketing tools and tactics to make strategic decisions throughout the customer journey
- Analyse the role new and emerging digital technologies play within marketing and society
- Generate resources that are transferrable to real-life marketing practice and industry acknowledging privacy and policy
- Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously