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