MARKETNG 7003 - Digital Media Concepts and Applications

This course examines the key concepts of digital media in marketing, focusing on the areas that dominate the industry such as social media and search engine marketing. Building on the latest research in the area, the course examines the application of digital media in marketing, and tools and tactics for advancing marketing strategy in the digital environment. Emphasis is also placed on developing understandings of new and emerging digital technologies and the customer journey to inform marketing strategy and address challenges within the digital environment, such as privacy and policy, evolving online cultures, and vulnerability in the digital world.