GSBS6014
10 units
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:
- Introduction to digital marketing
- Digital environment analysis (macro and micro)
- Digital marketing strategy
- The digital marketing mix
- Relationship marketing
- Managing the online customer experience
- Campaign planning for digital media
- Marketing communications using digital media channels
- Evaluation and improvement of digital channel performance
- Emerging trends in digital media marketing
- 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
- GSBS6014 - Trimester 3, 2023 (Newcastle) (PDF, 269.2 KB)
- GSBS6014 - Trimester 1, 2024 (Newcastle) (PDF, 254.8 KB)
- GSBS6014 - Trimester 1, 2024 (Singapore) (PDF, 252.8 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.