Digital Marketing

The development of the Internet, World Wide Web and other digital technologies have transformed marketing and communicating with the current and prospective customers and the public in general. Therefore, this course will provide a solid foundation in the key concepts in digital marketing including strategy formulation for digital marketing, relationship marketing using digital platforms, campaign planning for digital media, marketing communications using digital media channels, evaluating and improvement of digital channel performance. Through case studies, students will learn best practice frameworks for developing a digital marketing strategy and success factors for key digital marketing techniques like conversion rate optimization and communications using social media including Instagram and Facebook.