Digital and Social Media Marketing (MKTG6015)
UNIT OF STUDY
This subject 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. We examine how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organization's strategic marketing efforts. This course starts 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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Further unit of study information
Intensive - 6 days 9am-5pm
lab exercises (25%), group project presentation (25%), individual reflections (25%), and final 3hr exam (25%)
Faculty/department permission required?
Unit of study rules
Prerequisites and assumed knowledge
Study this unit outside a degree
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