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Unit of study_

MKTG6015: Digital and Social Media Marketing

This unit introduces students to emerging interactive technologies, most notably social media tools, and discusses ways in which these technologies can be exploited by businesses to more effectively serve markets. The unit examines how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation's strategic marketing efforts. This unit starts from the premise that savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.

Code MKTG6015
Academic unit Marketing
Credit points 6
Prerequisites:
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MKTG5001
Corequisites:
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None
Prohibitions:
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None

At the completion of this unit, you should be able to:

  • LO1. demonstrate an integrated understanding of techniques for digital and social technology and how to use them to achieve an organisation's strategic marketing goals
  • LO2. identify and analyse an organisation's brand-related problems, and develop appropriate strategic digital solutions for achieving effective marketing results
  • LO3. analyse complex marketing problems involving the effective use of digital technology and develop cogent, innovative solutions to these problems, and communicate their ideas effectively
  • LO4. identify ethical issues presented by digital marketing technology and practices, and develop strategies for sustainable marketing.