MKTG209 - Digital Marketing: the Connected Space

10 cp
Prerequisites ACCT100 Introduction to Accounting Or BUSN104 Money Matters; BUSN111 Working with Technology, BUSN112 Managing Markets, BUSN113 Managing People and Organisations
Teaching Organisation 3 hours per week for twelve weeks or equivalent

E-Business has emerged in the last several decades as a new ‘approach’ to doing business, as opposed to the traditional non-digital approach to doing business. Digital marketing can be conceptualised as a sub-set of e-business. It shares the technology platforms with other sub-set activities like e-banking and finance. Digital marketing is also a distinct field of study within the marketing discipline. This unit focuses on different types of digital marketing (such as email, website, social media, mobile, and search) as well as key digital marketing activities. The unit also focuses on understanding current, and designing future, digital marketing strategies.

The aim of the unit is to equip students with knowledge about the contribution that digital technologies can make to successful marketing in existing and in start-up organisations, and to equip students with a skill set in relation to different types of digital marketing, so that they can more immediately add value in their future work lives as marketing graduates. Employers expect marketing graduates to be familiar with a range of technology platforms, that can be utilised for competitive marketing advantage.