BX3081 - Interactive Marketing

This subject explores marketing from a strategic interactive marketing perspective. It engages various marketing mediums available to the electronic business practices, including internet, mobile, social and a raft of interactive technologies and apps, as vehicles to deliver targeted marketing strategies. The subject is skills based, examines strategic interactive marketing frameworks, engages benchmarking, develops a business marketspace matrix and considers customer engagement approaches. It finally builds an innovative strategic interactive marketing business solution capable of incorporation into the current (and ongoing) business model.

Learning Outcomes

• demonstrate essential knowledge necessary for a career in business related professions;
• synthesize underlying principles and concepts for making business decisions;
• critically evaluate data and resources in the context of relevant academic literature;
• apply critical thinking to address issues in business;
• demonstrate effective oral presentation skills for academic and professional audiences;
• apply technical skills necessary for professional practice in business;
• analyse the theoretical and conceptual foundations of interactive marketing;
• critically evaluate ways to determine target audiences and develop appropriate communication strategies;
• assess and evaluate engagement in new media and interactive communication;
• analyse strategies for integrating offline and online marketing.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.