BUS309-Advance Issues of Marketing (Digital Marketing)

Degree Program: BBA
Credit Hours: 3 (3-0)
Prerequisite(s): None

Course Description:
Advanced Issues of Marketing (Digital Marketing) is an in-depth course that explores the evolving landscape of digital marketing strategies and tactics. This course delves into advanced concepts and techniques, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, data analytics, and marketing automation.

Aims and Objectives:
Upon completing this course, students will:

• Gain an in-depth understanding of advanced concepts and techniques in digital marketing.

• Familiarise themselves with the latest trends, tools, and technologies in the digital marketing industry.

• Develop the skills necessary to plan, implement, and optimise digital marketing campaigns.

• Explore the role of data analytics in measuring and analysing the effectiveness of digital marketing efforts.

Learning Outcomes:
By the end of this course, students will be able to:

• Analyse and apply advanced digital marketing strategies such as SEO, PPC advertising, social media marketing, and content marketing.

• Utilise digital marketing tools and technologies to create and manage effective digital marketing campaigns.

• Evaluate and optimise digital marketing campaigns based on data analytics and performance metrics.

• Demonstrate proficiency in using marketing automation tools to streamline digital marketing processes.

Recommended Books:

• Digital Marketing: Strategy, Implementation, and Practice by Dave Chaffey and Fiona Ellis-Chadwick

• Inbound Marketing: Attract, Engage, and Delight Customers Online by Brian Halligan and Dharmesh Shah

Other Readings/Notes:

Additional readings and supplementary materials will be provided during the course to enhance understanding of advanced issues in digital marketing and their practical applications in the current digital landscape.