BX3081 - Interactive Marketing

This subject explores marketing from a strategic electronic marketing perspective. It engages various marketing interactive mediums available to the electronic business, including Internet, mobile, and interactive technologies, as a means to deliver targeted marketing strategies. The subject is skills based, examines the strategic electronic marketing framework, engages benchmarking, develops the business marketspace matrix and its customer engagement approaches, and finally builds an innovative strategic electronic marketing business solution capable of incorporating current, and future, interactive solution packages into a business.

Learning Outcomes

• identify and critically assess the emerging challenges, threats and opportunities present in the online electronic marketing environment;
• understand and appreciate the impact and implications of advances in technology on consumers and businesses;
• recognise and assess the nature of the business target audience, its customer experiences and expectations;
• assess how to engage new media and interactive communication channels;
• analyse the suitability, feasibility and appropriateness of integrating ranges of offline and online marketing tools into the company's strategic electronic marketing toolkit.

Graduate Qualities

• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to generate, calculate, interpret and communicate numerical information in ways appropriate to a given discipline or discourse;
• The ability to use online technologies effectively and ethically.

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.