Digital MarketingConnecting With Customers In TodayS World

AY2019/2020 Semester 1

Digital technologies are changing the business and marketing landscape quickly and dynamically. Access to global markets and communities of interest is opened up, new pricing models are developed, product placement and distribution are revolutionized, media is transformed, collaboration among businesses and within an organization is facilitated, consumers are empowered to demand more consumer-centric marketing models. However, digital also carries its darker side. Debates over topics such as information overload, chronic distraction, privacy invasion, etc. are going on. Marketers are facing unprecedented challenges: They are not sure what is working, they are feeling under-equipped to meet the challenges of digital, and they are having a tough time keeping up with the pace of change in the industry. This course aims to provide an up-to-date overview of conducting marketing through digital technologies and explore the consequences of deploying these. You will be provided with training and hands-on experience in selected digital marketing solutions. We will discuss real cases to address marketing through digital media starting with fundamentals of digital marketing and strategies for its management. Issues in implementing a digital marketing initiative will be reviewed. Trends and opportunities in the field will also be highlighted. Business students who wish to enter to the field of marketing, and any students who wish to build their own brands through digital media should take this course. You will have hands-on training in selected digital marketing tools and be awarded industry-recognized certifications to help you get ready for your future career. You will learn how to solve real problems in digital marketing through case discussions, individual and group project.