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This course offers an advanced examination of marketing practices on the Internet. MBUS626 draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares students for using digital marketing platforms and decision making in the modern workplace. The course uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.
Upon successful completion of MBUS626 the students will be able to:Understand, describe and apply the core concepts associated with digital marketing;Demonstrate how to utilise online marketing platforms, such as Google AdWords and Google Analytics, to make business decisions; Critique the impact of digital marketing on business decision making and on business outcomes; Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation; Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Students must attend one activity from each section.
Course Coordinator: Dr Kseniia ZahraiMeremere 366Phone: +64 3 369 1484Email: firstname.lastname@example.org
Google Certification – 10%Digital Marketing Audit – 40%Final Exam – 50%
The primary sources of course content in MBUS626 are the face-to-face lectures which determine the topics addressed in the assessment items. The recommended textbooks support the lectures by providing additional explanations of lecture content.Stokes, R. (2020) eMarketing - The Essential Guide to Marketing in a Digital World. Tuten, T. L. (2021). Social Media Marketing, 4th edition. Sage Publications.
Domestic fee $1,231.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
This course will not be offered if fewer than 10 people apply to enrol.
For further information see
Management, Marketing and Entrepreneurship.