Digital Marketing Assignment

The Internet has emerged as a platform to facilitate global commerce and communication, transforming the value chain of virtually every industry. This unit introduces students to marketing uses of the Internet and other digital channels and explores how marketing online differs from a traditional marketing environment. Students will develop an understanding of the Digital Marketing context, consumer behaviour and the marketing mix online. Upon completion of this unit students will be able to recognise the unique characteristics but also limitations of digital channels for modern marketing. Learning outcomes On successful completion of this unit, students should be able to: a. recognise how digital marketing channels can play a vital role in an organisation’s overall marketing strategy. (Knowledge/Remembering) b. differentiate between traditional and digital marketing strategies and concepts as well as core marketing functions (price, product, placement, promotion) in a digital marketing context. (Comprehension/Understanding) c. appraise opportunities and constraints of digital marketing. (Evaluation/Evaluating) d. apply various digital marketing approaches. (Application/Applying) ASM Semester 2 Unit Template Page 4 of 24 Graduate attributes By completing this unit students should progress the following attributes: 1. technically competent and professionally able – to demonstrate digital literacy in the use of technologies; communications and marketing tools – to apply knowledge of digital learning effectively in service management practices 2. reflective and critical analytical practitioners – the ability to engage in independent and reflective learning 3. decision makers and problem solvers – has well developed problem solving skills and implement sound decisions 4. strong intrapersonal and interpersonal skills – the ability to communicate and interact perceptively and effectively with others 5. flexible and creative – displays creativity and able to respond to workplace changes 6. entrepreneurial – has the capacity for enterprise, initiative and innovation 7. display cultural intelligence – a knowledge of cultural diversity and knowledge of other cultures 8. high ethical and moral standards – an understanding of social and civic responsibility

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