Digital Marketing (11179.2)
|Level:||Level 3 - Undergraduate Advanced Unit|
|HECS Bands:||2, 3|
|Faculty:||Faculty of Business, Government & Law|
|Discipline:||Canberra Business School|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2020 Semester 2 DR Irfan KHAN (Ph: +61 2 62012742 ) ON-CAMPUS
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- Semester 2, 2019, ON-CAMPUS, BRUCE (184590) - View
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This unit serves as a bridge between new technologies and relevant areas of existing knowledge. It develops a framework for understanding the forces driving the digital revolution in marketing and business. It introduces the many new tools, challenges and techniques needed to update conventional marketing approaches. Topics covered include: customisation and community building, the role and scope of the internet in marketing research, security issues and electronic payment systems, business models for internet commerce, database integration and the importance of the internet and intranets in business to business marketing. Pricing issues and regulatory issues will also be discussed, as well as generating site traffic through a variety of means. The role of social media as part of an integrated marketing strategy will be explored in detail as well as virtual reality platforms that are used in digital marketing.
After successful completion of this unit, students will be able to:
1. Apply marketing strategies to e-commerce;
2. Identify elements of good website design and make suggestions based on theoretical foundations how to improve the online presence of both large and small businesses and organisations in Australia and globally;
3. Analyse current issues of digital marketing and provide suggestions for improvement;
4. Analyse and identify disruptive technologies;
5. Explain how to create site traffic; and
6. Identify new or entrepreneurial business processes that will emerge in the future and explain their impact on marketing strategy.
Three hours of interactive workshops, lectures and tutorials on-campus per week.
11176 Marketing Fundamentals
6379 Internet Marketing
- MGB106 Bachelor of Business (Marketing)
- MGSC03 Bachelor of Business/ Bachelor of Laws
- MGAR03 Bachelor of Business/ Bachelor of Arts
- MGIT03 Bachelor of Business/ Bachelor of Business Informatics
- MGAR01 Bachelor of Business/ Bachelor of Communication and Media
- MGAR02 Bachelor of Business/ Bachelor of Design
- MGIT02 Bachelor of Business/ Bachelor of Information Technology
- MGSC02 Bachelor of Business/ Bachelor of Science in Psychology
- SCMG01 Bachelor of Politics and International Relations/ Bachelor of Business