Marketing principles in digital world

The accelerated emergence and widespread adoption of digital technologies is having a significant impact on the way organisations communicate with their stakeholders. In particular, these technological advancements have shaped the way organisations develop market based value for existing and new consumers.

This unit takes a customer-centric approach to understanding how organisations create, maintain and disseminate value to their stakeholders. You will develop conceptual frameworks that will allow you to create, and critically evaluate the effectiveness of different marketing strategies in an ever-changing digital economy.