Overview
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 ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 466
- Contact
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- 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)- Textbooks
- There are no required textbooks for this paper.
- Course outline
- 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
Overview
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.
This course is designed to provide students with a deeper understanding of digital marketing. It will introduce students to the theories and analytic tools, such as R and SAS Enterprise Miner. The course aims to provide marketing graduates with the 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 course.
About this paper
| Paper title | Digital Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees | Tuition Fees for 2027 have not yet been set |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 466
- Contact
- More information link
- View more information on the Department of Marketing's website.
- Teaching staff
- Paper Structure
This paper covers the following themes:
- Introduction to Digital Marketing
- Search Engine Marketing
- Social Media Analytics
- Keyword Research
- Digital Transformation
- Inbound Marketing
- Big Data in Marketing
- Digital Communication
Digital Ethics
- Teaching Arrangements
One 2-hour lecture each week for 13 weeks.
Venue: Otago Business School (confirm room with department)- Textbooks
- There are no required textbooks for this paper.
- Course outline
- 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:
- Develop and implement digital marketing strategies
- Critically appraise marketing concepts for application in a digital context
- Familiarise with using SAS OnDemand for Academics and R to generate analytics
- Gain some practical experience in Digital Marketing
- Establish links with the industry
- Learn to use AI tools to improve marketing efficiency