Course overview
This course aims to develop and extend students' in-depth knowledge of marketing and commerce in the electronic environment. The following topics will be covered in the course: different types of eMarketing business models and their strategies (including eCommerce and changes to the supply chain management); the marketing ‘tech-stack' (including marketing analytics, marketing automation, artificial intelligence and cloud technology) and other eMarketing requirements; digital marketing strategies, accelerating marketing and digital transformation; 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); legal frameworks (including cybersecurity) and ethical eMarketing practices.
Course learning outcomes
- Compare and contrast different types of eMarketing business models and their relative impact on business performance.
- Critically analyse the technological requirements of eMarketing.
- Outline and apply eMarketing strategies for the purpose of accelerating marketing and embracing the digital transformation.
- Apply expert judgments on social and ethical issues in various aspects of eMarketing communications.
- Identify and evaluate emerging trends in eMarketing.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Ethical Awareness (advanced level); ii) Written Communication (advanced level); and iii) International Perspective (advanced level).