Courses

Digital Marketing and Information Technology

Aims

  1. To equip students with a thorough understanding of how information technology had changed the marketing system and the activities of business people within it.
  2. To ensure all students are aware of the major impact of information technology on the commercial environment and potential customers’ life style and buying habits.
  3. To enable students with contemporary understanding of Big Data and related analysis tools in making marketing decisions.

Contents

  • THE IMPACT OF IT ON MARKETING
    • IT and Marketing, The Changing Marketing System, Computer Applications in Marketing, Marketing Software
  • MARKETING INFORMATION SYSTEMS
    • Strategic Framework for the Evaluation and Application of IT Initiatives in Marketing
    • Evaluation of Information Systems, Introduction of Software Development Life Cycle, Design and application of Customer Relationship Management (CRM) System
  • THE EVOLVING “DIGITAL” LANDSCAPE AND MARKETING STRATEGY
    • Social media penetration and “Digital” life style
    • Impact of IT on the Strategic Decisions and Competitive Advantage sustainability
  • CRM, EDM, AND DIGITAL MARKETING SYSTEMS FOR THE DIGITAL ERA
    • CRM, EDM and Digital Marketing system setup and implementation
    • Planning for Innovation, The Diffusion of Innovations, The Adoption Process, Factors Affecting the Rate of Adoption
  • BIG DATA AND DATA ANALYTICS IN DIGITAL MARKETING
    • How to navigate and survive the ocean of “Big Data” ? e.g. type of data models, 7V practice etc
    • Understand the application of Data Analytics in automatic insights into a dataset to everyday marketing activities
  • AI AND MACHINE LEARNING IN DIGITAL MARKETING
    • Introduction of AI and Machine Learning models for marketing
    • Case studies
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