The development of new digital technologies has fundamentally changed how consumers interact with brands and each other. Marketing is no longer about pushing a sales message to a potential buyer. Businesses have to enable conversations with consumers to engage prospects with relevant content that will lead to positive actions for commercial impact. To be effective, marketers need to employ a rigorous and holistic marketing methodology across both traditional and new-emerging techniques. This SMU-X course will provide students with the relevant knowledge, perspectives, and practical skills required to develop digital marketing strategies that leverage the opportunities inherent on digital platforms, including web marketing and social media marketing. The emphasis of this course is on understanding the various digital platforms available, how to build digital marketing strategies, and how to track their effectiveness.
The course includes applicable theory, empirical analysis, and practical examples to develop the key learning points. The class format will consist of a combination of lectures, case study discussions, and guest speakers with relevant industry experience. Do note that MKTG 220 Digital Marketing follows the SMU-X experiential learning framework. It combines academic with experiential learning through the use of a project from an industry partner. Students need to take ownership of their learning. It is not designed to offer any software development training sessions and does not cover any IT programming. It is a contemporary marketing module to prepare students to join the marketing industry as a marketer.
By the end of the course, students will be able to:
• Understand the implications of the Internet, mobile and information technological advances on the traditional dynamics of business, commerce and marketing and their impact on product, pricing, distribution channels and on advertising
• Understand the differences and similarities in online consumer behaviour with respect to traditional offline consumer behaviour and how increasing consumer control is changing the marketing landscape
• Understand state of the art academic research in the area of digital marketing, and how it can be practically applied in the Internet and mobile worlds
• Analyse and assess technological advances in digital media and how they affect our decisions as Marketing Managers
• Formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries
• Understand how to integrate online marketing into an overall marketing strategy
• Understand commonly used quantitative techniques to evaluate digital marketing Return on Investment (ROI) for various online customer acquisition tools (e.g. paid search and SEO) and engagement channels (e.g. social media) to best engage with target audiences and achieve your marketing objectives
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