CDM 4115

Digital media, the internet, the web, the web 2.0, blogs, online platforms and social media offer new channels with multiple possibilities and opportunities for their creative use in the field of Marketing and E-Business. E-Business is now an integral part of a business or organization's strategy in the new digital environment and the course will develop the general aspects and capabilities of e-business which includes a wide range of e-business activities including the e-business presence of an e-business or organization. e-commerce, e-government, e-commerce, etc. Special focus on e-business will be given to the online presence and internet or e-marketing strategies which will be the focus of the course. The course will be extended to digital marketing which is often confused with internet marketing and the reason is because internet marketing is the largest and most important part of digital marketing today due to the growing importance of the online environment in which we operate. Digital marketing includes the utilization of any suitable digital medium, channel, or device to promote the communication message, including both strategies and techniques in online and offline environment (e.g., digital games, digital TV, mobile telephony, etc.). Therefore, the course will focus on techniques and strategies designed and operating in the general digital environment to promote message marketing to various audiences covering the triptych of digital marketing, internet marketing, e-business as well as interrelationships and interrelationships. 

Upon successful completion of the course the student will be able to: 

• Have a critical understanding and adapt to the developments of the digital environment for the practice of digital and internet marketing 
• Have a critical understanding of the impact of new media on the organisational structure of businesses 
• Have a critical understanding of the range of e-activities that a business or organization can develop in the context of e-business and e-commerce 
• Explores and evaluates the effectiveness of digital and internet marketing 
• Compares and contrasts different digital and internet marketing strategies through case studies 
• Acquire advanced skills in designing and implementing good digital and internet marketing practices.