Digital Marketing

Singapore University of Social Sciences

Digital Marketing (MKT368)

Applications Open: 01 May 2024

Applications Close: 15 June 2024

Next Available Intake: July 2024

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1391.78 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE)

Funding: To be confirmed

School/Department: School of Business

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Synopsis

The digital landscape is constantly evolving. This has rapidly transformed the way consumers and businesses interact with brands and make purchasing decisions. Today, it has become imperative for organizations to leverage on digital technology that encompasses the internet, social media, mobile networks, digital platforms and digital tools for enhancing marketing effectiveness and efficiency. Through a combination of readings, discussion, presentations, and hands-on projects, MKT368 Digital Marketing aims to help students understand the exciting strategic potential and benefits from employing digital technologies and capabilities. This will prepare them for marketing management in the digital era, with the ability to formulate and execute integrated digital marketing strategies for businesses.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

The New Marketing Normal
Integrated Digital Marketing and framework for application
Defining Integrated Digital Marketing plan – the organization and brand strategy
Establishing Digital Presence – building blocks for online presence
Conveying Digital Presence – content marketing
Promoting Digital Presence – leveraging on converged media
Influencer Marketing
Connect and Convert target audience using digital tools
Developing and leveraging on Online Communities
Location-Based Marketing
Social/Digital Media Crisis managem
Ethical issues in Digital Marketing

Learning Outcome

Discuss the impact of the sustainable marketing normal and its impact on the Stakeholder Involvement Cycle (SIC).
Develop the brand identity and value proposition using a framework based on inputs from digital audit.
Distinguish and identify the different methods that can be applied to communicate and market content via relevant digital media.
Appraise how to capture engagement on relevant social media platforms using different methods and evaluate the effectiveness of the outcome.
Analyse challenges of managing social media crisis and how to address it by using a relevant framework.
Apply relevant frameworks to evaluate the internet and social media health of a brand.