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    An introduction to the application of digital technology in marketing. Provides students with a deeper understanding of digital marketing theories and online tools available to markerters. Technical background is not required.

    The paper aims to provide marketing graduates with highly sought after knowledge and skills needed to work in a digital environment. Students do not need to have any technical background to do this paper.

    About this paper

    Paper title Digital Marketing
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Normally available only to postgraduate and/or DipGrad students.

    Teaching staff
    Dr Mathew Parackal
    Paper Structure
    This paper covers the following themes:
    • Introduction to Digital Marketing
    • Search Engine Marketing
    • Social Media Analytics
    • Keyword Research
    • Adoption of Technology - A Philosophical View
    • Digital Marketing Strategy
    • Relationship Marketing
    • Establishing a Virtual Presence
    • Online Tools
    Teaching Arrangements

    One 2-hour lecture each week for 13 weeks.
    Venue: Otago Business School (confirm room with department)

    There are no required textbooks for this paper.
    Course outline
    View the course outline for MART 466
    Graduate Attributes Emphasised
    Lifelong learning, Scholarship, Communication, Critical thinking, Information literacy, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Upon successful completion of the paper, students will be able to:

    • Discuss the digital marketing literature and critically appraise the application of digital technology to achieve marketing goals
    • Apply marketing concepts and online tools to design digital marketing strategies
    • Establish links with the industry and manage client relationships


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Wednesday 10:00-11:50 9-13, 15-22
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