GMBA70-310: Digital Marketing Foundations

Description

The purpose of this subject is to provide students with a broad understanding of the theory and practice of digital marketing. It focuses on the behavioural considerations of target buyers and how web properties, search engine, social media, content marketing and web analytics may be strategically leveraged to build profitable customer relationships. This experiential subject offers students the opportunity to gain in-demand digital marketing skills including planning, researching, executing, analysing, and iterating multi-format digital marketing campaigns. It also features the use of artificial intelligence to augment and enhance performance.

Subject details

Type:	Postgraduate Subject
Code:	GMBA70-310
Faculty:	Bond Business School
Credit:	5
Study areas:	Business, Commerce, and Entrepreneurship

Learning outcomes

Demonstrate knowledge of digital marketing and its significance in marketing strategy.
Demonstrate knowledge of a range of tools, frameworks and best practice standards for making digital marketing decisions.
Create and present an integrated digital marketing campaign to a professional audience.

Enrolment requirements

Requisites:	Nil
Assumed knowledge:	Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent): GMBA71-111: Marketing Management or GMBA71-206: Marketing Management
Restrictions:	This subject is not available to Study Abroad Students Must be admitted into a BBT/MBA Program This subject is not available as a general elective. To be eligible for enrolment, the subject must be specified in the students’ program structure.

Requisites:

Nil

Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

GMBA71-111: Marketing Management or GMBA71-206: Marketing Management

Restrictions:

This subject is not available to

Study Abroad Students

Must be admitted into a BBT/MBA Program

This subject is not available as a general elective. To be eligible for enrolment, the subject must be specified in the students’ program structure.