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Advances in digital technologies have not had a big impact on the basic principles of marketing and branding. Marketers are still interested in understanding the behaviour of their consumers, learning about their ideal markets, demonstrating the value of their products or services, generating leads and building relationships. However, the digital technologies have had an enormous impact on the application of those marketing and branding principles. It is that impact that this course will explore.

This course will begin by reviewing marketing and branding principles before looking at the impact of digital technology on the application of marketing and branding strategies. The course will focus on exploring how businesses are using digital technologies to understand consumer behaviour, find ideal markets, demonstrate value, generate leads and build relationships. Finally the course will explore how marketers can review and measure the impact of their activity through digital analytics.

On successful completion of this course students should be able to demonstrate:

1. an understanding of how digital technology have impacted the application of marketing and branding principles;
2. the ability to communicate clearly and concisely in presenting relevant knowledge, ideas, and judgments to a target audience;
3. the ability to work collaboratively and to develop informative and relevant digital artefacts;
4. initiative, critical thinking, and creativity and digital literacy applied to relevant marketing and branding principles and tactics;
5. the ability to synthesis digital marketing and branding knowledge, concepts, theories and principles within this context to make considered judgments.