Available in 2021
Course code

GMBA6015

Units

10 units

Level

6000 level

Course handbook

Description

Global Business is increasingly confronted with the need to participate and manage in real-time digital environment. Hence business need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether current marketing strategies are coherent with strategies for the digital market. As customer experience become increasingly digitised, practitioners have access to an array of data from digital sources. Students will focus on appreciating the digital marketing landscape and understand how firms can build value-enhancing strategies that leverage digital and social media channels. Through the use of digital analytic dashboards and software, students will learn to analyse marketing/customer data to make meaningful decisions.


Availability2021 Course Timetables

Newcastle City Precinct

  • Trimester 3 - 2021

Learning outcomes

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

1. Outline and Synthesis key concepts emerging from the increased digitalisation of marketing environments

2. Explain and apply knowledge of the key elements of digital marketing analytics in various presentation formats, including through technology mediums

3. Critically analyse, plan, develop and monitor digital marketing initiatives in computer-mediated systems

4. Demonstrate Proficiency in the optimisation of digital marketing channels driven by contemporary data collection and analysis methods


Content

The content in this course includes the following:

Understanding the digital marketing landscape: micro and macro environments

Understanding the digital environment for engaging consumers in local and global contexts.

Marketing theory in customer centricity and value creation

Relationship marketing using digital media

Digital media and the marketin gmix

Evaluation and improvement of digital channel performance

Introduction to digital analytics and dashboard tools

Competitor and industry benchmarking analysis

Communicating value driving channel strategies for marketing decision making


Requisite

To enrol in this course student must have successfully completed 40 units of GMBA courses including GMBA6005 and be active in the Master of Business Administration (Global) programs [40160] or [40218].


Assessment items

Report: Digital Channel Analysis Report (30%)

Report: Channel Growth Roadmap Report (35%)

Formal Examination: Final Examination (35%)


Contact hours

Newcastle City Precinct

Workshop

Face to Face On Campus 3 hour(s) per Week for 12 Weeks

This course consists of 36 hours lecturer-guided instruction per teaching period, offered in three-hour workshops per week.

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.