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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. Identify the importance of strategy development in digital marketing.2. Apply digital marketing terminology and apply it within context.3. Create a digital marketing strategy that aligns with wider organisational strategies.4. Develop key goals for the strategy and identify how best to achieve these goals.5. Identify the means to measure the success of the elements against a marketing strategy.6. 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.7. Create a plan to effectively manage the digital marketing strategy and how to adapt it as needed.
Subject to approval of the Programme Director
MBAM622
Students must attend one activity from each section.
Ekant Veer
Raja Subramanian
The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to Learn 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.
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 .