MKT525 Digital and Social Media Marketing (8)
Abstract|
Digital marketing is now ubiquitous. This subject develops the abilities required to plan and implement digital marketing strategies in a social media world and to integrate these with the organisations' broader marketing strategies. Students will examine how communication practices influence company motivations for creating a digital marketing strategy. Students will assess how the Internet is used as a sales and promotion medium for business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C). They will also examine how social media has evolved as a standalone marketing tool, online consumer behavior and legal, ethical, measurement and evaluation issues that need to be addressed within digital and social media marketing programs. |
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+ Subject Availability Modes and Location
| Session 1 | | Online | Bathurst Campus |
Continuing students should consult the SAL for current offering details: MKT525
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
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Subject information| Duration | Grading System | School: |
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| One session | HD/FL | School of Management and Marketing |
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Assumed Knowledge|
MKT501 or MBA503 or MKT531 or MKT571.
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Enrolment restrictions|
Postgraduate students only. |
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Learning OutcomesUpon successful completion of this subject, students should:
- be able to conceptualise digital marketing as it applies across multiple digital platforms;
- be able to critically assess and evaluate how communication parameters and practices influence strategic decision making in a digital marketing environment;
- be able to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies; and
- be able to critically review digital marketing concepts in a broader social context.
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SyllabusThe subject will cover the following topics:
- Introduction to Digital Marketing
- Communication practices applied to Digital Marketing
- The digital Paradigm
- Micro/Macro Environments
- Marketing strategies for a Digital Ecosystem
- Digital Marketing tactics
- The Digital Marketing mix
- B2B, B2C and C2C Digital Marketing
- Building and Managing Content in a Digital Environment
- Social Media Marketing
- Mobile Marketing
- Evaluation and Active Listening in a digital era
- Measurement and ROI of digital strategies
- Understanding the Law and Ethics in Digital Marketing
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The information contained in the 2017 CSU Handbook was accurate at the date of publication: 25 August 2017. The University reserves the right to vary the information at any time without notice.
