Nanyang Technological University

Nanyang Business School

Nanyang Business School - Undergraduate Programmes

Course Description

BM2506 Digital Marketing: Connecting with Customers in Today's World

Acad Unit: 4
Pre-requisite: AB1501 or BU8501

Course Description:

Digital technologies are capturing the imagination of people worldwide. Businesses, including the marketing discipline, are slow to capitalize on the potential gains afforded by these technologies. Specifically, misconceptions abound on what marketing through digital technologies, like social media, entails. This course will provide an overview of conducting marketing through digital media and explore the consequences of deploying these. We will address marketing through digital media starting with fundamentals of digital marketing and strategies for its management. Issues in implementing a digital marketing initiative will be reviewed. Social media marketing will be highlighted due to its current prominence. The course will spot trends and highlight opportunities for young people wishing to enter this field.