DIGITAL MARKETING AND ANALYTICS (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: identify the latest digital marketing opportunities; identify appropriate current digital marketing techniques and technology for solving problems; design an effective strategy of integrated internet marketing using the available technology and platform; analyse source of income via e commerce, subscription, and other methods of revenue; and present a digital marketing proposal using story telling (narration transportation).

Topics:

This course provides students’ knowledge and skills on how internet channels can be elaborated into marketing activities such as how to do basic Internet collaboration on marketing research, data mining profiling, and targeting, etc. Students will learn the actual cases of using Internet as the integrating point to create effective campaign and marketing using the latest technology trends that will take the advantages of Internet 2.0 spirit while considering to the next level of using common platform in the Internet 3.0 Era. Students also are being prepared to understand the Industrial Revolution 4.0 impacts to the way of business processes and the role of digital marketers to strengthen the organization competitive advantage.