Digital Marketing

Content

Digital Marketing is concerned with the promotion of products and services to customers and/or key stakeholders via digital media delivered across a wide array of technology platforms. While many organisations also integrate digital marketing tactics and strategy with traditional marketing communication efforts, emergent and evolving platform technologies can prove to be disruptive, changing business models and marketing practice. Within such contexts successful marketers are those who are able to develop new skill sets and modes of practice and who can sort the fads from the trends.  At the same time, the ways in which customers and stakeholders adopt and use digital platforms continues to evolve and challenge marketer assumptions and practices.  This unit will examine how organisations employ digital media to understand and reach priority audiences; to build brand engagement and equity; and to manage the blurring of boundaries between digital marketing and effective customer service via the Internet, mobile and social media channels.

Assessment

ALR703 – Digital Marketing

Digital Marketing analysis, 40%, 2000 word equivalent

Collaborative project, 60%, 3000 words equivalent

ALR703 – Digital Marketing

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