Digital and Social Media Marketing

• • Week 1 Digital Marketing Principles-Introduction to Contemporary Digital Strategy and Context
  • Week 2 The Online Strategies-Workshop Discussion: How the new ecommerce law in China has affected the relevant industries and businesses in China and Australia.
  • Week 3 Relationship Marketing Using Digital Media and Technologies-Workshop Activity: Managing online presence and reputations. How negative feedbacks can contribute to your brand’s online reputation?
  • Week 4 - Social Media Marketing-Case Study: Tik Tok
  • Week 5 - Viral Advertising and Word of Mouth Part I-Viral Marketing Project
  • Week 6 - Viral Advertising and Word of Mouth Part II-Viral Marketing Project
  • Week 7 - Search Engine Optimisation and Marketing-Digital Business Presentation and Feedbacks
  • Week 8 - Digital Business Presentation-Digital Business Presentation and Feedbacks
  • Week 9 - Conversion Optimisation, Metrics and Analytics-Case Study: Tinkoff Bank
  • Week 10 - Direct Marketing: E-mail and Mobile-Case Study: Fjordland’s 2015 Christmas Campaign
  • Week 11 - The New Retailing and Omni Channel Marketing-Workshop Discussion: Alibaba and Amazon.
  • Week 12 - Self-Directed Learning-Digital Projects Review
  • Week 13 - Course Revision-Digital Projects Review

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core

• TAS-MMK-MAS-2023
• TAS-MKT-GCE-2023
• TAS-MKT-GDI-2023

Elective

• TAS-FIN-MAS-2023
• TAS-SCM-GDI-2023

Additional requirements

No additional requirements

The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business globally. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets. However, due to the rapid evolution of digital technologies, the businesses are increasingly confronted with the need to participate and manage their marketing mix in a real-time, ever-changing digital environment. Hence it is imperative for businesses to be able to take advantages of the digital technologies as a means to sharpen their competitive advantages and marketing strategies.

The focus of this subject is on developing students’ knowledge of digital and direct marketing as a strategic element of the marketing mix. It will develop students’ knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in both B2B and B2C marketing contexts. The subject will develop students’ knowledge of when and how to use the various methods of digital and direct marketing at different stages of marketing strategy. The subject will develop students’ knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and direct marketing strategies.

• Presentation (30%)
• Case Study (30%)
• Plan (40%)

For textbook details check your university's handbook, website or learning management system (LMS).