MKT360 Internet & Social Media Marketing

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MKT360 Internet & Social Media Marketing Level: 3 Credit Units: 5 Credit Units Language: ENGLISH Presentation Pattern: EVERY JAN Synopsis: The Internet, Social Media, and other dynamic networks provide organizations with a new set of digital platforms and tools for enhancing marketing effectiveness and efficiency. Through a combination of readings, discussion, presentations, and hands-on projects, MKT360 Internet and Social Media Marketing aims to help students understand the exciting strategic potential gains from employing these technologies to the formulation and execution of integrated digital marketing strategies. Topics: ƔIntroduction to digital and social media marketing ƔDigital marketing: Define and establish online presence ƔDigital marketing: Convey and promote online presence ƔDigital marketing: Connect and convert consumers ƔDigital marketing: Measure and refine IDM strategy ƔTrends and challenges in digital marketing Textbooks: : Digital Marketing: Integrating Strategy and Tactics with Values. A Guidebook for Executives, Managers, and Students Pearson ISBN-13: 9780415716758 : Digital Marketing: Integrating Strategy and Tactics with Values. A Guidebook for Executives, Managers, and Students Pearson ISBN-13: 9780415716758-AA

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Learning Outcome: ƔExamine what makes social media marketing distinct from other marketing channels ƔDiscuss how companies are responding to the rapidly evolving digital world of user generated content, online communities and other new forms of digital communications. ƔEmploy the social media marketing planning cycle to devise social media marketing strategies, using the best-fit social media platforms. ƔAppraise the best practices in social media marketing employed by leading marketers. ƔDiscuss how to drive traffic and influence to a brand¶s social media channel. ƔExamine which social media monitoring tools are relevant to a marketing initiative and why. ƔDiscuss how brands can hedge against a social media crisis with the right crisis management plan ƔEvaluate the important social media trends of today and how social media is evolving, especially in relation to the emergence of mobile technology. ƔApply digital and social media marketing principles to real and hypothetical situations. ƔSynthesis information and apply them to real or hypothetical situations. ƔDemonstrate course competence through discussions. ƔDemonstrate the essential knowledge and interpersonal skills to work effectively in a team. ƔDemonstrate well-developed written proficiency. ƔDemonstrate proficiency on popular social media channels. Assessment Strategies: Continuous Assessment Component PRE-COURSE QUIZ PRE-CLASS QUIZ PRE-CLASS QUIZ PARTICIPATION GROUP BASED ASSIGNMENT Sub-Total

Weightage (%) 2 2 2 6 38 50

Examinable Component Written Exam Sub-Total

Weightage (%) 50 50

Weightage Total

100

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MKT360 Internet & Social Media Marketing

MKT360 Internet & Social Media Marketing Level: 3 Credit Units: 5 Credit Units Language: ENGLISH Presentation Pattern: EVERY JAN Synopsis: The Interne...

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