CYBER AND DIGITAL MARKETING COMMUNICATION STRATEGY (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Analysing the concept and research results of digital marketing communication course to be applied in corporation / enterprise context; Applying the strategically cyber and digital marketing communication on national and Multinational Corporation; Synthesizing and making judgment of a national or a multinational corporation digital marketing communication actions and activities; In addition, setting the suggestion in digital marketing communication context; Evaluating the marketing and communication concepts theories in the digital marketing communication context.

Topics:

1. Introducing digital marketing communication;
2. Online consumer behaviour analysis;
3. The technology environment analysis;
4. Digital marketing communication strategy;
5. The internet and the marketing mix;
6. Relationship Marketing Using Digital Platforms;
7. Delivering the Online Customer Experience;
8. Campaign planning for digital media;
9. Search engine, online communication strategy;
10. Interactive Ad and Mobile text messaging strategy;
11. Enrichment Activity : Discussion  Social Media Communication Strategy;
12. Enrichment Activity : Discussion  Evaluation and improvement of Digital Channel Performance;
13. Enrichment Activity : Guest Lecture  Business-to-Consumer Digital Marketing Practices;
14. Enrichment Activity : Discussion  Business-to-Business Digital Marketing Practices;
15. Enrichment Activity : Discussion  Final Individual Presentation about Digital Marketing Communication Project Presentation-1;
16. Enrichment Activity : Guest Lecture Final Individual Presentation about Digital Marketing Communication Project Presentation-1.