Singapore University of Social Sciences

Internet & Social Media Marketing

Internet & Social Media Marketing (MKT360)

Applications Open: 01 April 2020

Applications Close: 14 June 2020

Next Available Intake: July 2020

Course Types: Certificate Course, Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1378 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education + (ACE+), Lifelong Learning Credit (L2C), Resilience 2020

Funding: SkillsFuture

School/Department: School of Business


Synopsis

The Internet, Social Media, and other dynamic networks provide organizations with a new set of digital platforms and tools for enhancing marketing effectiveness and efficiency. Through a combination of readings, discussion, presentations, and hands-on projects, MKT360 Internet and Social Media Marketing aims to help students understand the exciting strategic potential gains from employing these technologies to the formulation and execution of integrated digital marketing strategies.

Level: 3
Credit Units: 5
Presentation Pattern: Every July

Topics

  • The New Marketing Normal
  • Integrated Digital Marketing
  • Defining Digital Marketing Goals and Message
  • Establishing Digital Presence
  • Conveying Digital Presence
  • Promoting Digital Presence
  • Influencer Marketing
  • Connect and Convert
  • Developing and leveraging on Online Communities
  • Location-Based Marketing
  • Social/Digital Media Crisis
  • Ethical issues in Digital Marketing

Learning Outcome

  • Discuss the impact of the new marketing normal and its impact on the Digital Involvement Cycle (DIC)
  • Develop the brand identity and value proposition using a framework based on inputs from digital audit
  • Distinguish and identify the different methods that can be applied to communicate and market content via social media
  • Appraise how to capture engagement on relevant social media platforms using different methods and evaluate the effectiveness of the outcome
  • Analyze challenges of managing social media crisis and how to address it by using a relevant framework
  • Examine relevant frameworks to evaluate the internet and social media health of a brand
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