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Unit of Study

Digital and Social Media Marketing
UoS Code MKTG6015
Credit points 6
Offered Semester 2
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment presentation (30%), assignment (30%), exam (40%)
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.