The aim of the subject is to introduce students to emerging interactive technologies, most notably social media tools, and discuss ways in which these technologies can be exploited by businesses to more effectively serve markets. The subject investigates how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation’s marketing efforts. Through this subject, students can discover why savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.
a) Describe new marketing trends that use digital marketing.
b) Indicate the importance of digital media in today’s marketing and communication planning.
c) Explain ethical issues and social responsibility in digital marketing.
d) Identify trends in online consumer behaviour.