Digital Marketing

The Digital Marketing module provides students with a critical understanding of the key concepts, fundamentals, and challenges of online marketing. It explores the impact of the internet on the traditional marketing mix, examines the key ingredients of the online micro and macro environments, and delves into analysing consumer behaviors and how they respond to social media strategies. Students will also learn to use multiple best practices to facilitate electronic commerce using media channels such as affiliate marketing, search engine optimization, and web public relations.