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Fundamentals Digital Marketing

Students learn traditional marketing principles delivered on a digital platform, the Internet. Topics include the changing power focus from the company to the consumer; how marketing environments affect the digital platform; the importance of consumer behaviour and how segmentation, target marketing and positioning are executed. They explore the unique dimensions of product, price, place and promotion on the Internet. Students learn how to use online resources and how to develop a digital marketing plan. The course provides students with the principles and practical skills needed to participate in the fast-evolving area of digital marketing. Students will engage in online activities including on line discussions for grading, submitting online assignments both individual and team, and online test assessments.