Subject description
This subject deals with the issues facing digital marketers to establish the distinctly different environment in which consumers operate on digital platforms. This grounding is then used as a basis to build an understanding of the digital environment to key applications in marketing such as research, adding value in the … For more content click the Read More button below.
Delivery
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Engagement hours
Wollongong, Sydney & Distance Learning:Please refer to subject timetable / subject Moodle site for contact hours detail
Learning outcomes
On successful completion of this subject, students will be able to:
1.
Explain the differences between offline consumer behaviour and online commercial and social interaction
2.
Identify customer context for an individualuser based on micro and macro environmental factors
3.
Identify specific tasks for which digital interactions are better suited for a defined customer group with or without complementary offline resources
4.
Define the stages of relationship development basedon data reflecting individual digital activity
5.
Report on the methods for successful design of a digital marketing platform (e.g., website, social networking site) to achieve defined objectives
Assessment details
Digital marketing audit report (2500 words)
Digital marketing strategic report (3500 words)
8 Minute Presentation on digital personal branding
Work integrated learning
Embedded WIL:This subject contains elements of "Embedded WIL". Students in this subject will experience activities that relate to or simulate professional practice as part of their learning.
Textbook information
Textbook details are available online from the University Bookshop at http://unishop.uow.edu.au/
Contact details
Faculty contact