An introduction to the practice of integrated digital marketing, including both digital marketing skills and business philosophy, and also a sociological view, including ethical considerations.
This paper is an introduction to integrated digital marketing. The emphasis is placed on digital marketing as a business philosophy, a sociological view of the practice of digital marketing from a consumer viewpoint, consideration of ethical issues, and practical skills and knowledge demanded by employers that will enable graduates to embark on a professional career in the field of marketing.
|Paper title||Special Topic: Integrated Digital Marketing|
|Teaching period||Summer School|
|Domestic Tuition Fees (NZD)||$846.30|
|International Tuition Fees (NZD)||$4,073.10|
- 54 200-level points
- Schedule C
Enrolments for this paper are limited, and it requires departmental permission. View more information about limitations of enrolment.
- Teaching staff
- Internet Marketing Essentials, Jeff Larson and Stuart Draper. ISBN: 978-0-692-22688-9.
Available online only. You will receive access codes upon enrolment.
- Course outline
- View the course outline for MART 330
- Graduate Attributes Emphasised
- Critical thinking, Research, Information literacy, Cultural understanding, Communication,
View more information about Otago's graduate attributes.
- Learning Outcomes
- Upon successful completion of this paper, you should be able to describe the role of information and communication technology in modern business as it relates to marketing practice at both the strategic and tactical levels. You should also be able to plan and execute an online IMC (Integrated Marketing Communications) campaign using Google AdWords, Google Analytics, HootSuite and MailChimp and be aware of the design principles for websites and other digital content. You should be able to use marketing analytics to guide marketing action at both the strategic and tactical levels. Finally, you will understand the social issues regarding digital marketing, in particular marketing ethics.