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.