Unit Code: MKO5881
Duration: 6 weeks
Contact Hours: 20-24 hours of study per week
Credit Points: 6
Digital marketing critically reflects on how traditional marketing structures, concepts, techniques and activities translate into the digital marketing medium. The digital customer journey will be further explored, together with digital business models. An integrated perspective of how digital marketing contributes to value creation for all stakeholders will be a key focus. Search engine marketing, mobile marketing and the role of social in digital marketing will be critically reviewed to create and develop innovative digital solutions to fulfil identifiable needs. Emerging technologies will be adapted and implement, together with theory and practice to the rapidly evolving digital marketing environment.