Available in 2024
Course code

GSBS6014

Units

10 units

Level

6000 level

Course handbook

Description

Global Business is increasingly confronted with the need to participate and manage in a real-time digital environment. Hence businesses need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, iPads as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. Students investigate globalisation, adaptation, and real-time communication issues together with new forms of segmentation and an entire new paradigm of understanding consumer in this rapidly changing digital environment.


Availability2024 Course Timetables

Singapore NAIHE

  • Trimester 1 - 2024

Newcastle City Precinct

  • Trimester 1 - 2024
  • Trimester 3 - 2024

Online

  • Trimester 2 - 2024

Learning outcomes

On successful completion of the course students will be able to:

1. Analyse the confluence of marketing, operations, and human resources in real-time delivery.

2. Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities.

3. Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.

4. Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked.

5. Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics.

6. Comprehend the importance of conversion and working with digital relationship marketing; and

7. Analyse cross-cultural and ethical issues in globalised digital markets.


Content

The following topics will be included in the course:

  1. Introduction to digital marketing
  2. Digital environment analysis (macro and micro)
  3. Digital marketing strategy
  4. The digital marketing mix
  5. Relationship marketing
  6. Managing the online customer experience
  7. Campaign planning for digital media
  8. Marketing communications using digital media channels
  9. Evaluation and improvement of digital channel performance
  10. Emerging trends  in digital media marketing
  11. Social media marketing

Assumed knowledge

Successful completion of GSBS6005 Marketing Management and Planning.


Assessment items

Report: Digital Channel Analysis Group Report

Online Learning Activity: Mimic Pro Simulation Decision Rounds

Written Assignment: Individual Critical Reflection


Contact hours

Trimester 1 - 2024 - Singapore NAIHE

Lecture-1
  • Face to Face On Campus 3 hour(s) per week(s) for 12 week(s) starting in week 1

Trimester 1 - 2024 - Newcastle City Precinct

Lecture-1
  • Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
  • Self-Directed 6 hour(s) per term
  • For Face to face mode - 6 hrs of online content per term provided for self directed learning

Trimester 2 - 2024 - Online

Online Activity-1
  • Online 30 hour(s) per term

Trimester 3 - 2024 - Newcastle City Precinct

Lecture-1
  • Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
  • Self-Directed 6 hour(s) per term
  • For Face to face mode - 6 hrs of online content per term provided for self directed learning

Course outline