Digital marketing has transformed how businesses and other organizations communicate with their audiences. The 5Ds of digital marketing: digital devices, digital platforms, digital media, digital data and digital technology can be used, alongside traditional marketing techniques, to get closer to audiences than ever before.
Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and more convenient ways to select and purchase items.
Organizations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses.
Marketers must develop new skills and to use these new tools to improve the competitiveness of themselves and the companies they represent.
At the same time, the Internet and related digital technology platforms give rise to many threats to organizations. The digital ecosystem is dynamic and evolving at a rapid pace.
Many consumers now regularly use social networks such as Facebook, Instagram, LinkedIn, Snapchat and Twitter as part of their daily lives, with the majority of access via smartphones. Engaging these consumers is an ongoing challenge but companies taking advantage of the digital opportunity can reap advantage through improved interaction with customers and development of their brands.
The course will cover these topics using multiple platforms:
• In class lectures and interactive discussion (learn and debate) remove
• Best-in-class digital marketing textbook (Chaffey)
• Workshops on using the digital tools (practitioner)
• In class group exercises (students working together)
• Live research with consumers (polling consumer opinion)