Course Code: MKT369
Synopsis
MKT369 Digital Marketing Practicum is designed to give students practical experience working with current digital marketing tools. The course is designed to follow the workflow of a typical digital marketing project and cover essential digital marketing tools in this process. The course takes a highly applied and hands-on approach and requests students to utilise these digital tools on a real company and develop a detailed proposal for their group work.
Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN
Topics
- Digital Marketing Key Concepts
- Digital macro and micro environment
- Define Business Objectives and Models
- Digital Branding Strategy and Campaign Planning
- Digital Product and Pricing Strategy
- Multichannel Distribution Strategy
- Digital Communication Strategy
- Multimedia Storytelling
- Customer Relationship Management in the Digital World (CX software and tools)
- Digital Marketing Analytics
- Business Ethics and Consumer Protection in the Digital Space
- Trends in Digital Marketing
Learning Outcome
- Apply digital marketing tools
- Develop digital marketing mix strategies
- Implement digital CRM and analytics strategies
- Practice digital storytelling and sustainable marketing
- Demonstrate proficiency in written and verbal communications and digital production skills
- Apply the essential marketing management knowledge and interpersonal skills to work effectively in a team