As customer experiences become increasingly digitized, practitioners have access to unprecedented amounts of data from a wide array of sources (e.g., social media, mobile apps, websites, stores). As a consequence, marketing practitioners need to develop skills in data analytics, in order to capture new customer insights that unlock growth opportunities for the firm. Students will focus on appreciating the digital marketing landscape and understand how firms can build value-driving strategies that leverage digital and social media technologies. Marketing applications of digital and social media are covered, as well as how these technologies can be used to enable new opportunities for creating value for firms (brand loyalty, profitability) and customers (enhanced customer experiences). Students will have an immersive experience that enables them to learn directly about digital analytic dashboards using software to analyse marketing/customer data in the Faculty’s social media command centre as well as involving real-life case studies and industry guest lecturers.
Not currently offered.
On successful completion of the course students will be able to:
1. Critically analyse the changing consumer landscape and the implications for brand management
2. Synthesise the need to adopt a consumer-centric approach
3. Assess the benefits of various digital & social media platforms, and how they would be used to solve business marketing challenges
4. Work independently & collaboratively to apply advanced analytical tools to analyse a variety of data collected by marketers
5. Interpret and transmit the output from analyses into managerial insights that are useful and understandable to marketing managers
The content in this course includes the following:
- Understanding the digital marketing landscape
- Understanding the digital environment for engaging consumers in local and global contexts
- Marketing theory in customer centricity and value creation
- Marketing theory in online consumer behaviours
- Content marketing strategy for engaging consumers
- Ethics and regulatory requirements in the digital environment across local and global contexts
- Digital analytics in practice
- Introduction to digital analytics and dashboard tools (Guest Lecture: Industry Practitioner to provide an overview of the suite of digital analytic tools currently in use in the profession)
- Social media monitoring
- Sentiment analysis
- Competitor and industry benchmarking analysis
- Digital marketing capstone
- Communicating value driving channel strategies for marketing decision making
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) program (40160).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) program (40160).
Successful completion of 40 units of GMBA courses (GMBA6005 Twenty First Century Marketing Management and an additional 30 units of GMBA courses).
Quiz: Online Quiz: Series of Multiple Choice Questions and Short Answer Responses
Professional Task: External Analysis Report
Written Assignment: Group Content Marketing Plan