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.
School of Management and Marketing
Postgraduate students only.
MKT501 or MBA503 or MKT531 or MKT571.
The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.