The Digital and Marketing Nexus (MKT512)

The Digital and Marketing Nexus (MKT512)

This course seeks to provide students with practical, real-world experience of technologies meeting the demands of such connected consumers and utilises a project-based approach to promote active and deeper learning of the unfolding opportunities at the Digital and Marketing nexus.

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Course Overview

The Digital and Marketing Nexus

Successful Digital Marketing incorporates a wide range of platforms, technologies, processes, strategies and tactics in order to deliver ever more personalised and real-time experiences with consumers. Through Information Communications Technology (ICT), today’s consumer is now more engaged, embedded, empowered and emboldened, often as key contributors and co-creators of value and experience.

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Teaching & Learning Plan

Week 1: Introduction to Digital Marketing and Integrated Marketing Communications (IMC)
Week 2: The Digital Consumer and Digital Personas – A Platforms Perspective
Week 3: Campaigns for the Digital and Social Customer
Week 4: Test and Learn – Managing Digital Marketing
Week 5: Completion of Class Test and Direction Toward Strategy Development
Week 6: Designing Digital Experiences and the Social Phenomenon
Week 7: Digital Marketing Models, Planning and Strategy
Week 8 SEO guest lecture (Daniel Hsu) and Assignment Scrum
Week 9: Industry Week Engagement
Week 10: Data Driven Marketing
Week 11: Solution Development and Communications Strategy
Week 12: Solutions Review: Video Explainers Sharing Competitive Advantage

Reading list