DIGITAL INTEGRATED MARKETING COMMUNICATION (3 SCU)

Learning Outcomes:

Upon successful completion of this course students are expected to be able to identify the brand communication issues; craft the key message, content and viral marketing strategy based on consumer insights; develop powerfull campaign to solve the brand communication issues; develop efficient and effective media planning; analyze the digital marketing analytic and campaign evaluation;demonstrate effective team-work, leadership and communication skills in marketing.

Topics:

Internet marketing and the new digital media has become an important media communication channels for marketers in digital era. However, managers are still learning on how to optimize the utilization of this media. In this course, students will learn about the basic concept of communication, creative and media strategy, the evolution of internet and the growtih of social media, develop content and viral marketing strategy, campaign evaluation metrics and media planning.  Students also will be updated on the latest trends of new media development.