Welcome to one of the most evolving topics in the marketing literature. The development of the Internet and digital technologies have transformed marketing and has impacted every industry from retail to health. Now more than ever, companies and managers face the challenge of developing and maintaining their business operations and customer engagement in a constantly evolving digital space. The key question is not whether to pursue digital and e-marketing strategies but how to successfully deploy them. What are the techniques that companies need to master to make effective use of digital marketing? This module aims to provide students with a comprehensive guide to the concepts, strategies, and best practice to support all the digital marketing processes.
This module is a compulsory module for the BSc Marketing programme. It will complement the programme and will provide students with an understanding of the digital and e-Marketing strategies and practices. This module will add both theoretical and practical value to students and will empower them with skills and knowledge needed to work as the digital marketing professional after graduation.
Having successfully completed this module, students will be able to:
The lecture notes, slides, important announcements, and other information will be available on the QMplus. Students are also strongly encouraged to use QMplus to communicate with each other (e.g., through discussion forums).
40% Group Project Assignment – 60% Exam