Digital and Social Media Marketing

DESCRIPTION:
Study of marketing on the Internet; how marketers can take advantage of the opportunities made possible by digital platforms such as websites, search (paid and organic), mobile and social media.

RATIONALE: 
The Internet and digital technology change fundamentally the way people around the world consume, produce, communicate and play. The Internet leads to new ways of thinking about time and distance. It creates new markets and it opens up new distribution channels. While it is clear that digital marketing and social media will not entirely replace offline marketing activities, it is equally clear that the interactivity and individuality afforded by the Internet allows marketers to create marketing synergies and rethink their business strategy through digitalization.

LEARNING OUTCOMES:
On successful completion of the module, the student should be able to:
1. Critically evaluate different business approaches deriving from information technology and new media developments through digitization on the four elements of the marketing mix (Product, Price, Place, and Promotion).
2. Select the elements that contribute to an effective digital content in designing, maintaining and monitoring the marketing activity in the new media.
3. Design appropriate online marketing strategies using digital platforms.

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
• Class lectures, class participation and discussions of cases (case analyses).
• Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions on lectures and project concerns, and see their exam papers.
• Use of Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources