Graduate School for Professionals

POSTGRADUATE DIPLOMA IN DIGITAL MARKETING & INNOVATION – Course Curriculum

COURSE CURRICULUM

Developed and delivered by renowned academia and industry practitioners, the program is both academically rigorous and closely aligned with industry practice and framework.

Marketing Management

Marketing Management provides the framework to understand and analyze the market environment, consumers and competitors to facilitate decision making. Key concepts, principles and activities involved in marketing programs are introduced. Students are familiarised with the stages of analysis, development, implementation and control of marketing products and services in consumer and industrial markets. Topics include product life cycles, consumer and competitive behaviour, international marketing, branding and communication strategies, and development of a marketing business plan. Internet marketing and communication strategies on the World Wide Web are examined.

Deciphering Consumer Psychology

Consumer psychology is the scientific studies of consumers’ behavior, motivation and decision making process. This module focus on the examination of the psychological, economic, socio-cultural, and decision-making influences on consumer behavior, including a discussion of consumer behavior applications to social marketing. Through a more in-depth understanding of consumer psychology, marketers will be able to leverage on consumer knowledge and information processing abilities to consumer influence decisions and marketing outcome.

Digital Marketing Strategy

Digital Marketing Strategy provides a comprehensive framework and understanding of the power of digital marketing including the latest technologies and applications. Students will gain an all rounded understanding on how to effectively apply digital marketing effectively. Key topics cover includes Search Engine Marketing, Search Engine Optimization, Social networking, emerging digital media, online PR, corporate Blogs and other consumer generated media (CGM).

E-Business

This module presents the key concepts of e-Business, focusing particularly on business issues, challenges and opportunities. This module explores the implementation of information technology-enabled business strategies via Internet-based business practices. The focus is not on the technologies per se but on the business applications and characteristics of the technologies that can bring enhanced revenues, cost savings and broader market reach to organisations. This module examines how eBusiness can be used to provide opportunities to improve an organisation's effectiveness and competitiveness in its overall strategy and functional activities through communication, coordination and transactions over the Internet and associated technologies.