EN5615 Digital Media for E-marketing

Course Aims & Objectives: 
 

This course is designed to provide students a strategic overview of e-marketing with an emphasis on using digital media.  The class will walk you through the process of e-marketing from planning, creation, execution, to evaluation.  It also covers the usage of various digital media in e-marketing. For example, how video clips can serve as an effective tool in e-mail marketing; why bloggers, banners and search engines are essential components in building an online community etc.  Important issues such as e-customer behaviors, traffic building, web site design and user's experiences will be highlighted in the course as well.  In the end, students are expected to create customer-centric e-marketing projects.  Students will be able to implement the concepts and demonstrate their e-marketing communication competency through the digital media and technology.

Units: 3

Level: P5

Medium of Instruction: English

Keyword Syllabus:
E-marketing, digital media, online marketing and communication, search engine marketing, e-business, Internet, web technology, new media, traffic building, e-planning, marketing optimization, e-mail marketing, user's experience, web design.

Teaching Pattern:
Duration of course: 1 semester
Current mix of lecture/tutorial/laboratory, other: 2-hour lecture, 1-hour tutorial

Assessment Pattern:
Examination duration: 2 hours 
Percentage distribution of marks for coursework, examination, other: 70% Coursework, 30% Examination 
Grading pattern: Standard (A+AA- ... F)

Pre-requisite(s): Nil

Pre-cursor(s): Nil

Equivalent Course(s): Nil