This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on social media metrics, including exposure to analytical tools, and the evaluation and reporting of strategic outcomes. -- Course Website
Instructor: Mr Peter Wagstaff
Prerequisites: Students must have completed one of the following: MKX9160, MKX9550, MKX5461, MBA9006 or an undergraduate major in Marketing before undertaking this unit.
