CM/MK 345 - Digital Marketing & Communication

This course explores digital marketing in the context of the wider marketing communications function and includes understanding content marketing across a variety of digital channels. It will look at structures and frameworks for developing a digital marketing strategy and will examine the development of consumer personas and the process of writing for online customer acquisition and retention. It will cover new and emerging web-based software used to develop web content and future trends in consumer mobile behaviour and consumption. This course will include guest lectures from Global Technology companies and course-related trips.