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This course enables students to delve into the core principles and practices of developing a strategic approach to marketing practices online. With a focus on strategy development and enabling strategy implementation, this course equips students with the essential skills to navigate the dynamic landscape of digital marketing successfully. Throughout the course, students will bring together existing knowledge from marketing to build a foundation to develop a strategic framework for digital marketing that encompasses market analysis, audience segmentation, competitive positioning, and goal setting. Students will gain insights into managing various digital channels, including social media, search engine optimisation (SEO), content marketing, email marketing, and paid advertising, to achieve set strategic objectives.
On completion of the course, it is expected that learners will be able to: 1. Understand the importance of strategy development in digital marketing.2. Create a digital marketing strategy that aligns with wider organisational strategies.3. Develop key goals for the strategy and understand how best to achieve these goals and measure success.4. Describe and evaluate the key elements needed to effectively implement a digital marketing strategy and monitor the various elements within it.5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to build a deeper understanding of the importance of digital marketing strategies.6. Effectively manage different digital marketing elements to align with the strategic vision and adapt the strategy, as needed.
Subject to approval of the Programme Director
MBAM622
Students must attend one activity from each section.
Ekant Veer
Domestic fee $1,130.00
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 .