MKM5330 · Marketing management in digital age

Overview

This unit aims to develop a comprehensive understanding of contemporary marketing strategies, tools, and practices in the rapidly evolving digital landscape. The unit covers digital marketing fundamentals, consumer behaviour in digital environments, data-driven decision-making, social media marketing, content marketing, SEO, and emerging trends in digital marketing. By the end of this unit, you will be equipped with the necessary skills and knowledge to design and implement effective digital marketing strategies.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. apply the marketing conceptual framework in decision making under various environmental constraints
2. analyse the behaviour of consumers in the digital era and their role in value creation
3. develop a comprehensive and integrated digital marketing plan that creates value for customers.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.