BUSN3027 Digital Marketing and Analysis

This topic covers a whole spectrum of concepts in digital marketing and analytics, including technology infrastructure, digital business, digital marketing and customer relationship management, website evaluation, search marketing (SEO and SEM), Digital data analytics and digital marketing strategy.

This topic aims to provide students understanding and application of digital business concepts associated with Digital Marketing and Data Analysis. It is aimed at raising student awareness of the ways digital marketing can impact on existing businesses, how digital marketing can create new opportunities and assist organisations in achieving their marketing and business goals. Students will be introduced to the various concepts around digital marketing and how to apply them effectively.

1. Develop understanding of digital channels and digital marketing platforms
2. Evaluate the effectiveness of websites
3. Discuss how traditional marketing approaches may be integrated with digital marketing and digital customer relationship management
4. Apply a strategic approach to the adoption of digital marketing by existing businesses
5. Assess techniques, tools, metrics and emerging analytical technologies