Digital Marketplace and Analytics

DB B877F

Course Guide

DB B877F

Course Guide

Digital Marketplace and Analytics

Course Start Date

N/A

Course Level

N/A

Length in Terms

N/A

Credits

N/A

Language

N/A

Fees ($) (including lab fees)

N/A

Future Terms

Quota and Schedule

Course Start Date	Course Level	Length in Terms	Credits	Language	Fees ($) (including lab fees)	Future Terms
N/A	N/A	N/A	N/A	N/A	N/A

Quota and Schedule

Course Coordinator: Dr Lau Kin Wai, BA, PhD (CityU of HK); MH; EHKIM

Aims
The aim of the course is to equip students with the essential principles, tools and skills needed to evaluate and formulate digital marketing strategies. Students will be trained from a design-thinking perspective to utilize different digital channels and conduct social media analysis for brand or product positioning in the digital marketplace.

Contents
The course covers the following topics:

The design-thinking process
Basic marketing concepts: 4Ps and the marketing-mix model, marketing segmentation and positioning
Search engine optimization
Social media marketing
Display and video advertising
CRM and service recovery
Mobile application design
Web analytics
Data visualization and interpretation

Contact hours
There will be a total of 54 hours of lecture and additional consultation hours.

Assessment
Course assessment is based on three assignments, one quiz and class participation. The assignments account for 70% of the total course score, individual compulsory presentation 20% and class participation the remaining 10%. All three assignments are individual assignments. Students are required to submit assignments via the Online Learning Environment (OLE).

Set book(s)
To be advised.