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This course offers an examination of Digital marketing theories and practices. MBUS626 provides an overview of the role that online, mobile, and social media marketing techniques impact contemporary business practices. The course prepares students for using digital marketing platforms and decision making in the modern workplace. The course combines theoretical foundations with real-world experiences to give an in-depth understanding of digital marketing principles and practices. Theories and concepts will be drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing endeavours. The course extends existing understanding of traditional marketing by going into far greater depth with online and digital media in preparation for further studies in digital marketing.
This course offers an advanced examination of marketing practices on the Internet. MKTG640 draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares students for using digital marketing platforms and decision making in the modern workplace. MKTG640 uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics and Google Ads Display. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.
The objectives of the course are:1. Understand, describe and apply the core concepts associated with digital marketing.2. Demonstrate how to utilise online marketing platforms, such as Google Analytics and Google Ads, to make business decisions.3. Critique the impact of digital marketing on business decision making and on business outcomes.4. Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation.5. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.
MBUS626
MKTG631
Students must attend one activity from each section.
Kseniia Zahrai
The ‘45% rule’ applies to this course. That is, student needs to reach 45% weighted average across invigilated assessments. Please refer here for further information.Assessment in Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.Use of AI: The use of Artificial Intelligence tools (including generative AI tools such as ChatGPT), is not permitted for any course assessments, unless explicitly stated otherwise. Using gen AI tools to assist with the generation of any part of your assessment (where not explicitly permitted) constitutes a breach of instructions and may result in an Academic Misconduct referral. If at all unsure regards AI bot use, please ask your course teaching staff.
Solomons, D., Kliphuis, T. & Wadley M; Marketing - The Essential Guide to Marketing in a Digital World ; 7th ed; Red & Yellow, 2022 (https://open.umn.edu/opentextbooks/textbooks/14).
Domestic fee $1,198.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .