• Examine how conventional marketing concepts and models might be applied in a digital marketing context in order to create competitive advantage

• Be familiar with the current research around consumer behaviour and customer relationship management in a digital environment plus the development and commercialisation of technologies suited to digital marketing

• Be aware of and able to analyse and evaluate the parameters of digital marketing practice and the major components of digital marketing strategy.

Subject specific understanding and skills

• Analyse, evaluate and assess the synergies to be gained from the effective integration of digital technological capabilities with contemporary views on consumer behaviour and customer relationship management

• Critique and evaluate a range of concepts, theories and business practices relevant to the study of digital marketing, applying concepts, principles and analytical techniques to complex digital marketing
problems including the evaluation of alternative strategies for their solution

• Locate and utilise academic literature and sources of business practice appropriate to the study of the commercialisation of computer-mediated environments


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