Bio 101
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief
Faculty of Design
BA (Hons) in Advertising
DAV5356 Digital Marketing
Project Brief
Semester 1 | Year 3
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief
“The Internet has been the most fundamental change during my lifetime and for hundreds of years”– Rupert Murdoch.
Digital Marketing is to provide students with an intensive study about the current practice of digital marketing in Hong Kong and other major cities like New York and London. It covers the differences between traditional offline marketing and online digital marketing, the role of digital marketing in a business, digital marketing strategies, and the tools and evaluation methods for digital marketing. It specially instils practicality into this theoretical study. Students are required to study various case studies about the different successful digital marketing campaigns in our societies. They are also required to develop individual portfolios regarding how they would market and evaluate a product or service digitally.
Learning Outcomes
On completion of this module, students are expected to be able to:
-
-
Evaluate different planning approaches and marketing environmental factors that influence online marketing activities in the digital era;
Analyze the importance of target marketing and emerging online consumer behavior characteristics; Construct a digital marketing plan for an online campaign by applying different digital marketing strategies that align with the business objectives in the current digital environment; and Formulate a marketing strategy for an online campaign that integrates digital and traditional marketing concepts.
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief
Assignment 1: Digital Marketing Research & Analysis
[weight:
20%]
The aim of this individual assignment is to assess students’ understanding of marketing mix and its
application
Semester 1 | Year 3 | Project Brief
Faculty of Design
BA (Hons) in Advertising
DAV5356 Digital Marketing
Project Brief
Semester 1 | Year 3
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief
“The Internet has been the most fundamental change during my lifetime and for hundreds of years”– Rupert Murdoch.
Digital Marketing is to provide students with an intensive study about the current practice of digital marketing in Hong Kong and other major cities like New York and London. It covers the differences between traditional offline marketing and online digital marketing, the role of digital marketing in a business, digital marketing strategies, and the tools and evaluation methods for digital marketing. It specially instils practicality into this theoretical study. Students are required to study various case studies about the different successful digital marketing campaigns in our societies. They are also required to develop individual portfolios regarding how they would market and evaluate a product or service digitally.
Learning Outcomes
On completion of this module, students are expected to be able to:
-
-
Evaluate different planning approaches and marketing environmental factors that influence online marketing activities in the digital era;
Analyze the importance of target marketing and emerging online consumer behavior characteristics; Construct a digital marketing plan for an online campaign by applying different digital marketing strategies that align with the business objectives in the current digital environment; and Formulate a marketing strategy for an online campaign that integrates digital and traditional marketing concepts.
DAV5356 Digital Marketing
Semester 1 | Year 3 | Project Brief
Assignment 1: Digital Marketing Research & Analysis
[weight:
20%]
The aim of this individual assignment is to assess students’ understanding of marketing mix and its
application