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Research School of Management · ANU College of Business and Economics
This course introduces students to the process of developing and managing effective digital marketing communications. Central to the course is the idea of integrated marketing communications (IMC) as guiding philosophy for Digital Marketing Communications (DMC). Specific topics include online marketing campaigns, integrated marketing communication frameworks, integration of marketing goals into the management & design of online customer engagement and understanding how e-marketing can drive organisational responses in uncertain market conditions.
Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6, 7
Students taking this course are expected to commit 130 hours to complete the work, which will typically include class attendance, course reading, research, writing and assessment work. This course is offered in intensive delivery mode as a continuous block over a shorter period of time. Other Information This course is only available to students enrolled in the MDTE - Master of Digital Transformation & Entrepreneurship and studying in Zhejiang, China. For students in other programs, the related course is MKTG7028 - Digital Marketing .
Information about the prescribed textbook (if any) will be made available via the Class Summary.