Browse Hierarchy BUS345: Digital Marketing

The module takes a (broadly) Relationship Marketing (RM) approach and focuses upon the ways in which digital, interactive media can be used to build, maintain, and evolve dialogue between stakeholders in the marketing system. Students will explore the marketing potential of email, web commerce, mobile communications, social networking sites, search engine optimisation (SEO), forums, blogs, and viral messaging through critical engagement with the marketing thinking behind them and the practical details of their implementation.