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Digital Marketing Strategy - MKTG804

The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets.

This unit will develop students’ knowledge of digital marketing as a strategic element of marketing strategy. It will develop students’ knowledge of key concepts, principles, and models needed to strategically manage digital marketing. The unit will develop students’ knowledge of when and how to use the various methods of digital marketing at different stages of marketing strategy. The unit will develop students’ knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and digital marketing strategies.

Credit Points: 4
When Offered:

S2 Evening - Session 2, North Ryde, Evening

Staff Contact(s): Dr Vida Siahtiri
Prerequisites:

MKTG696 or admission to MMktg or 4cp in ITEC units at 800 level Prerequisite Information

Corequisites:

NCCW(s):
Unit Designation(s):

Commerce

Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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