Frontiers in Digital Marketing

What it covers

This unit aims to explore how digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing to reach, connect and engage with current and potential customers to optimise outcomes, such as enhanced customer experience and deeper customer relationships (e.g., loyalty and retention). The unit examines the fundamental concepts and tools of digital marketing such as content marketing, mobile, video & email marketing, digital platforms and search marketing (search engine optimisation and paid advertising). It also explores how to leverage emerging digital marketing technologies and trends in areas such as distribution channels and customer service. The unit covers how to plan, implement and measure the impact of digital marketing campaigns.

Assessment

When and where