2014 Unit of Study

The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).

The University of Sydney session calendar shows exact dates for sessions.

Digital and Social Media Marketing
UoS Code MKTG6015
Credit points 6
Offered Intensive January and Semester 2
Prerequisites MKTG5001
Corequisites
Prohibitions
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment lab exercises (25%), group project presentation (25%), individual reflections (25%), and final 3hr exam (25%)
Description This unit introduces students to emerging interactive technologies, most notably social media tools, and discusses ways in which these technologies can be exploited by businesses to more effectively serve markets. The unit examines how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation's strategic marketing efforts. This unitstarts from the premise that savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.
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