This course focuses on digital marketing and seeks to provide students with perspectives for managing the online presence within an organisation. This module introduces students to the terminology of digital marketing and equips them with the knowledge to design and evaluate a digital marketing campaign. Central to this module is an understanding of how digital marketing complements traditional marketing strategy and communications. The Digital Marketing course centres around the themes of:
1) The Digital Marketing Context and Environment;
2) Digital Marketing Strategy;
3) Digital Marketing Tools;
4) Campaign Planning and Evaluation; and
5) Online Customer Relationship Management.