This unit explores how marketing campaigns are designed, conceptualised and executed digitally. Particular attention is given to techniques unique to digital technologies and the networked nature of social media platforms. Their applications to marketing strategy specifically to do with brand building, target audiences, public relations and communications are covered with an aim to equip students to understand the digital consumer journey.
1x2-hr lecture and 1x50min tutorial per week - plus daily engagement is expected through technology. A number of the tutorials will be scheduled in the laboratories for hands-on sessions.
tutorial participation (10%), report (20%), presentation (10%), project (25%), final exam (35%)