Digital and Social Media Marketing

CATALOG 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. Successful completion of the module leads to the internationally recognised Digital Marketing Institute (DMI) certification.

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 digitalisation. Digital Marketing Institute certification: develops students’ digital skills and prepares them for a career in digital marketing. The certification allows students to enhance their practical skills in making use of digital platforms for designing digital content and formulating digital marketing strategies.

LEARNING OUTCOMES: As a result of taking this course, 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:

- Lectures and class discussions.

- Homework assignments.

- Office hours held by the instructor to provide further assistance to students.

- Use of library facilities for further study and preparation for the exams

- Use of the Blackboard course management platform to further support communication, by posting lecture notes, assignment instruction, timely announcements, formative quizzes and online submission of assignments.

- Use of digital platforms for designing digital content and formulating digital marketing strategies.

ASSESSMENT:

Summative:

1st assessment: Individual project 2,250-2,750 words; live assessment 40%

Final assessment: Final Examination (2-hour, comprehensive); essay-type questions 60%

Formative: Coursework, case discussion, assignments, “diagnostic” test 0%

The formative coursework aims to prepare students for the summative assessments. The 1st assessment tests Learning Outcomes 2, 3. The final assessment tests Learning Outcomes 1, 2. With emphasis placed on 1. The final grade for this module will not be determined through grade averaging. Students are required to resit any failed assessments.