Digital Marketing
Course Description
This course provides the student with e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.
Prerequisite: Marketing Level II or equivalent.
Description of Modules
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Chapter 1 |
Introduction to E-Marketing |
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Chapter 2 |
Strategic E-Marketing and Performance Metrics |
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Chapter 3 |
The E-Marketing Plan |
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Chapter 4 |
Global E-Marketing |
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Chapter 5 |
Ethical and Legal Issues |
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Chapter 6 |
E-Marketing Research |
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Chapter 7 |
Consumer Behavior Online |
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Chapter 8 |
Segmentation, Targeting, Differentiation, and Positioning Strategies |
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Chapter 9 |
Product: The Online Offer |
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Chapter 10 |
Price: The Online Value |
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Chapter 11 |
The Internet for Distribution |
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Chapter 12 |
E-Marketing Communication |
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Chapter 13 |
Customer Relationship Management on e-business |
Marking Scheme
This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.
Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.
Grading scale:
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A |
94 – 100% |
C+ |
75 – 79% |
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A- |
90 – 93% |
C |
70 – 74% |
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B+ |
86 – 89% |
D |
60 – 69% |
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B |
83 – 85% |
F |
0 – 59% |
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B- |
80 – 82% |
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Total Training Hours: 30 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 5 weeks
Delivery Method: On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $3800.00
Instructors / Trainers: Jeff Chiang / TBA
Class Capacity:
On-campus Training: Maximum 15 students per class
On-site Training: Maximum 10 students
