GMBA6015
10 units
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.
Availability2024 Course Timetables
Newcastle City Precinct
- Trimester 2 - 2024
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
Assumed knowledge
To enrol in this course student must have successfully completed 40 units of GMBA courses.
Assessment items
Report: Digital Channel Analysis Report
Report: Channel Growth Roadmap Report
Formal Examination: Final Examination
Contact hours
Trimester 2 - 2024 - Newcastle City Precinct
Self-Directed Learning-1
- Online 6 hour(s) per term
Workshop-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s)
- This course consists of 36 hours lecturer-guided instruction per teaching period, offered in three-hour workshops per week.
Course outline
- GMBA6015 - Trimester 2, 2024 (Ncle) (PDF, 234.7 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.