This course is an introduction to the basic digital principles and concepts across the marketing function in any business. Emphasis will be on the power of various digital channels and processes and the application of digital concepts across the marketing functions for businesses wishing to reach to a connected consumer. Students will be introduced to digital marketing advantages, limitations and planning as well as the importance of marketing concepts as the basis for advertising and promotion activity. Students will learn how to harness the power of digital marketing as a core driver of the marketing strategy for a company. This course explores digital platforms that transform marketing, including search engines, email marketing, social media and online advertising platforms.
Course Code
ADV106
Course Credit
2