Frontiers in Digital Marketing

• • Digital marketing fundamentals: targeting, personalisation and optimisation
  • Digital marketing framework: reach, connect and engage
  • Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
  • Digital marketing strategy and its integration with the traditional marketing strategy
  • Ecosystems: customer networks
  • Organisational outcomes: customer experience, customer relationships and customer life-time values
  • Campaign planning, implementing and measuring the impact of digital marketing campaign

Equivalent subjects

You cannot enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:

• SWI-MKT20023-Marketing Channel Design and Integration

You must have successfully completed the following subject(s) before starting this subject:

SWI-MKT20031-Marketing and Innovation, or SWI-MKT20019-Marketing Research and Analytics ;

Special requirements

No special requirements

This subject aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The subject covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimisation, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.

• Digital marketing plan - Individual (30-40%%)
• Digital marketing campaign evaluation - Group (20-40%%)
• Portfolio - Individual (30-40%%)