Digital Marketing

Unit code:BHO6001Study level:Postgraduate

Credit points

12
(Generally, 1 credit = 10 hours of classes and independent study.)

Location

City Campus
VU Sydney

Prerequisites

(Or equivalent to be determined by unit coordinator)
Co-requisites
(Corequisite units must be studied concurrently with this unit)

Overview

The unit critically reviews many facets of electronic marketing with particular reference to its application for direct marketing and online advertising. Students will engage with the unit material through an established framework for an electronic marketing plan so that they will be able to utilise their theoretical knowledge and understanding on how to deploy digital technology to stay competitive in a dynamic business environment. Students will plan, evaluate and implement electronic marketing strategies including the use of social media to transform traditional marketing and business models.

Learning Outcomes

On successful completion of this unit, students will be able to:

Assess existing marketing models and their relevance to digital media marketing;
Evaluate elements of the digital environment that impact on an organisation’s ethical and socially responsible marketing strategy;
Analyse business cases and develop innovative digital solutions to fulfil identifiable needs, justifying and interpreting theoretical propositions in evidence-based decision-making;
Evaluate insights and formulate strategic recommendations on new and emerging e-business and e-commerce models, technologies, products and services; and,
Critically analyse digital marketing strategies and advocate recommendations and solutions.