Digital Marketing and Information Technology
Aims
- To equip students with a thorough understanding of how information technology had changed the marketing system and the activities of business people within it.
- 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.
- 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