In this course students will learn about the dynamic world of digital marketing and the marketing potential it can provide. Know how existing and new products can be marketed using both digital and traditional means to optimize the results. Develop their awareness of the impact of new technology on customer relations, pricing, order fulfilment and quality assurance.
Digital Marketing Strategy
The course examines digital marketing strategy, implementation and executional considerations for B to B and B to C brands and provides a detailed understanding of all digital channels and platforms. Students will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation.
Digital Marketing Analytics
Through relevant and applied business examples, Digital Marketing Analytics provides learners the opportunity to interpret, evaluate, and integrate digital marketing data. Students will learn to formulate and enact intelligent data-driven strategies and incorporate fundamental web marketing analytics into existing business practices. Core content will focus on identifying and understanding digital marketing metrics to gauge success of traditional, digital, interactive, and social media marketing efforts. Through an examination of available systems and relevant examples, learners will further their understanding of the digital value chain and how to capitalize on emerging trends.
Social Media Marketing
This course is designed to build students’ social media marketing skills by utilizing projects that give students hands on experience implementing social media marketing strategies. Topics include integrating different social media technologies into a marketing plan, creating social media marketing campaigns, and applying appropriate social media tools. Upon completion, students should be able to use social media technologies to create and improve marketing efforts for businesses.
Design Thinking in Marketing
This course aims to provide you with a critical view of the role of design in contemporary business and marketing. It will draw on existing academic theories to help you identify the contributions design can make in delivering products, services and experiences through proliferating digital and offline channels.
Integrated Advertising, Promotion and Marketing Communication
The aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a contemporary and digital environment.
Research Methodology & Business Reporting
The first part of this course provides a comprehensive theoretical and practical framework for business research. It introduces the processes for developing research and considering different research designs and approaches together with statistical methods for data analysis and interpretation. The second part of the course teaches students how to report and present research findings using computer technologies and other presentation aids.
This course is designed to enable students to identify central issues and problems in business organizations to suggest alternative approaches and then present well-supported recommendations for future actions. The course will accomplish these objectives by explaining concepts and theories useful in understanding the strategic management process. The course will cover topics such as characteristics of strategic decisions, strategic decision makers, social responsibility and ethics in strategic management, situation analysis and corporate strategy, business and functional strategies in addition to strategy implementation and control. A case-study oriented approach will be heavily used in this course.