GSBS6014

Digital Marketing

10 Units

Global Business is increasingly confronted with the need to participate and manage in a real-time digital environment. Hence businesses need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, iPads as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. Students investigate globalisation, adaptation, and real-time communication issues together with new forms of segmentation and an entire new paradigm of understanding consumer in this rapidly changing digital environment.

Faculty Faculty of Business and Law
School Newcastle Business School
Availability Trimester 1 - 2014 (Newcastle City Precinct)
Trimester 1 - 2014 (WebLearn GradSchool)
Trimester 2 - 2014 (Sydney Bathurst Street)
Trimester 2 - 2014 (WebLearn GradSchool)
Trimester 3 - 2014 (Newcastle City Precinct)
Trimester 3 - 2014 (WebLearn GradSchool)
Trimester 1 - 2015 (WebLearn GradSchool)
Trimester 3 - 2015 (Newcastle City Precinct)
Trimester 3 - 2015 (Sydney Bathurst Street)
Trimester 3 - 2015 (WebLearn GradSchool)
Objectives

On successful completion of this course, students will be able to:

  1. Analyse the confluence of marketing, operations, and human resources in real-time delivery.
  2. Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities.
  3. Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.
  4. Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked.
  5. Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics.
  6. Comprehend the importance of conversion and working with digital relationship marketing.
  7. Analyse cross-cultural and ethical issues in globalised digital markets.
Content

The following topics will be included in the course:

  1. Introducing Internet marketing
  2. The Internet micro-environment
  3. The Internet macro-environment
  4. Internet marketing strategy
  5. The Internet and the marketing mix
  6. Relationship marketing using the Internet
  7. Delivering the online customer experience
  8. Campaign planning for digital media
  9. Marketing communications using digital media channels
  10. Evaluation and improvement of digital channel performance
  11. Business-to-consumer Internet marketing
  12. Business-to-business Internet marketing
Replacing Course(s) N/A
Transition N/A
Industrial Experience 0
Assumed Knowledge Successful completion of GSBS6005 Marketing Management and Planning.
Modes of Delivery Distance Learning : IT Based
Internal Mode
Teaching Methods Lecture
Workshop
Assessment Items
  • Essays / Written Assignments - New digital development concept brief
  • Essays / Written Assignments - New digital development project
  • Essays / Written Assignments - Website Analysis Report
  • Examination: Formal -
Contact Hours
  • Lecture: for 3 hour(s) per Week for Full Term
Compulsory Components None listed
Course Materials None listed
Timetable 2015 Course Timetables for GSBS6014

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