Handbook

This course explores the impact of the social media and digital technology on marketing. This course introduces students to the analytic methods that can be used to convert social media and digital data to marketing insights. Students will examine the impact of social media and digital technology on customer acquisition, customer retention, customer development and customer relationship management. This course provides learners with the foundational skills of social media and digital analytics including the creation of monitors and common analytical metrics. This course also aims to enable students to analyse social media and digital data and to develop relevant marketing strategies in a digital world. Furthermore, the course introduces students to the underlying theories of social media and digital technology as well as practical experiences relevant for business. On successful completion of the course, students are expected to gain good analytical skills and marketing insights regarding social media and digital technology.