BMDM3101 - Digital Marketing Essentials
Overview
Digital Marketing Essentials is an introductory course that equips students with fundamental knowledge and practical understanding of digital marketing concepts, platforms, strategies, and technologies used in contemporary business environments. The course introduces the role of digital marketing in creating customer value, building brand awareness, generating engagement, and supporting organizational growth through digital channels. Students learn the foundations of digital marketing ecosystems, digital consumer behavior, websites and online presence, social media marketing, content and video marketing, SEO, digital advertising, influencer and affiliate marketing, email and CRM, e-commerce and social commerce, and digital analytics.
In addition, the course emphasizes practical application and strategic understanding of digital marketing tools and integrated communication systems. Through case studies, workshops, simulations, digital platform analysis, and project-based learning, students develop foundational competencies in planning, applying, and evaluating digital marketing activities aligned with business objectives and customer needs. The course also introduces responsible and ethical use of digital technologies and AI-enabled marketing tools as preparation for more advanced digital business and marketing subjects.
Pre-requisites:
Learning Hours Composition:
- 42 hours face-to-face learning consisting of 14 sessions of lecturing, tutorial, and workshop activities.
- 28 hours of Structured Learning and Guided Discussions.
- 65 hours of Independent and Practice-Based Learning.
Managing Faculty:
Credit Point:
3 Credit(s)
Learning Hours:
45 hours x 3CPs = 135 hours
