Course Overview

This course is an initiative designed to educate students in the area of Digital Marketing. Digital Marketing and Social Media have transformed marketing and business practice across the globe. This course provides an understanding of the ever evolving digital landscape and examines the strategic role of digital marketing processes and tools in designing the overall Marketing strategy and the Digital Marketing Plan. It explores the challenges of Interactive media, the online market place, and the creative challenges of communicating and retention strategies of customers through these media, the main search engines and the future trends in digital marketing.

Learning Outcomes

By the end of the course, you are expected to be able to:

  • provide students with the essential philosophies and practices of marketing and digital marketing technologies.
  • equip students with specific knowledge in the areas of digital marketing communications
  • familiarise students to methodologies, tools and technologies involved in digital marketing.
  • provide students with sufficient background that will allow them to pursue their careers in the Digital Marketing area.


Week 1 & 2 : Unit 1 - Introduction to Digital Marketing
Topics to be covered:

    -Why, what
    -Traditional marketing
    -Digital Marketing Strategy

Week 3 & 4 : Unit 2 - The Online marketplace
Topics to be covered:

    -Digital World
    -The impact of digital media

Week 5 & 6 : Unit 3 - Relationship marketing
Topics to be covered:

    -Customer acquisition and retention CRM
    -Digital Marketing communications

Week 7 & 8 : Unit 4 - Evaluation and improvement
Topics to be covered:

    -Success rate
    -Churn Rate
    -Recommendation Systems

Week 9 &10 : Unit 5 - Digital Marketing Channels
Topics to be covered:

    -Email marketing
    -Social media marketing
    -Affiliate marketing
    -Mobile Marketing Payment

Week 11 & 12 : Unit 6 - Search Engines
Topics to be covered:

    -Search Engine Optimisation (SEO)
    -Search Engine Marketing (SEM)
    -Black Hat and Negative SEO

Week 13 & 14: Unit 7 - Trends in Digital Marketing
Topics to be covered:

    -Case Studies
    -Success and Failures

Week 15: Mini Digital Marketing Project
Topics to be covered:

    -A case study of a successful campaign
    -Evaluation of a tool
    -Implementation of a Digital Marketing Campaign