Applied Research Project in Marketing (MKT688)

This course allows graduate student from digital marketing programme to apply the knowledge and skills they have learnt from the programme to work on a real business problem in a systematic and research-based approach. A project on topics related to digital marketing should be produced to report the planning, implementation, and recommendations of various digital marketing activities. Students have to work closely with a business or an organisation to carry out the project. A supervisor will be assigned to the student to advise the project from period to period. The student is expected to present and defend their project at different stages.

• Problem Identification
• Assessment of the current digital practices and facilities
• Market research based on first/second hand data
• Competitive analysis
• Campaign goal setting
• Digital marketing plan
• Digital marketing channel assessment and selection
• Digital marketing budget estimation and allocation
• Digital content strategy
• Digital marketing content creation
• Performance metrics
• Conclusion and recommendation

• Evaluate the digital marketing environment of a business
• Assess the efficacy of different digital marketing channels
• Appraise the digital marketing campaign with relevant metrics
• Formulate a digital marketing plan that helps to achieve the business goal
• Propose digital marketing recommendations based on facts and evidences
• Create content for different digital marketing channels