Media Production - Multi/blended media

This subject focuses on digital and social media marketing and it addresses digital disruption and the impact of a rapidly changing environment on marketing practice. It explores the role of marketing in creating and delivering value propositions to customers. In addition, it examines the ethical dilemmas, social and legal issues surrounding the use of digital media, and encompasses consumer tribes, brand management, website design, search engine optimisation, the digital marketing mix, campaign planning and digital channel performance. This subject links leading-edge research, marketing models and frameworks to practical organisational experience though case studies, examples and readings.

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[Pre-requisite] LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT

[Pre-requisite] LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT Offerings: All

LB5232 - Digital Marketing

Digital Marketing

Describe the key forces in an organisation's environment that are driving change in marketing practices and critically examine the ethical, social, and legal issues associated with the use of digital media for effective marketing

Evaluate the impact of digital media on the marketing mix and their implications for consumer behaviour and marketing practices in a range of industry contexts

Work collaboratively to plan and apply marketing tools and frameworks to develop, implement and evaluate digital marketing strategies