Bachelor of Commerce in Digital Marketing

The Bachelor of Commerce in Digital Marketing will provide the student with the necessary skills and knowledge to prepare them for opportunities and challenges within the Digital Marketing environment.

The programme will equip students with the skills to utilise technology to communicate products via social media platforms creating exposure to web design and development to analyse information to work in collaboration with technology specialists and web developers.

The student will further engage with various mobile, online, search engines and social media platforms to establish an understanding of how technology can be utilised to market a business.

This programme will ensure that the student understands the organisational environment with regards to Branding, Web Analytics, Social Media and Communications to make informed decisions within the professional context and will be able to engage with technology specialists and web developers to aid with implementing strategies to achieve marketing objectives.

Outcomes:

Upon successful completion of the Bachelor of Commerce in Digital Marketing, the student should be able to:

• Demonstrate an understanding of the relevant digital marketing principles, concepts and processes through Research

• Distinguish between the contexts and relationships of digital marketing and social media as part of an integrated approach to digital marketing communication

• Demonstrate knowledge relevant to the spheres of digital content development, search engine marketing, and mobile marketing

• Analyse digital marketing strategies and techniques to inform future marketing strategies as identified during market research

• Use traditional and digital marketing strategies to enhance brand visibility, accessibility and consumer behaviour

• Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks

• Analyse cross-cultural and ethical issues in globalised digital markets

• Utilise appropriate current technology and resources to locate and evaluate information needed to accomplish a goal, and then communicate such findings

Programme Structure

Year 1

Semester 1

• Introduction to Marketing

• Social Media Marketing

• Fundamentals of Economics

• Introduction to Business Management

Semester 2

• Introduction to Information Technology Management

• Introduction to Digital Marketing Communications

• Web Design and Digital Marketing Practices

• Fundamentals of Accounting

Year 2

Semester 1

• Digital Marketing

• Marketing

• Web Analytics (Search Engine Optimization)

• Business Law

Semester 2

• E-Commerce

• Consumer Behaviour

• Integrated Marketing Communication

• Fundamentals of Entrepreneurship

Year 3

Semester 1

• Research Principles

• Media Management

• International/Global Marketing

• Brand Management

Semester 2

• Digital Market Research

• Digital Products and Pricing Strategies

• Digital Marketing Strategy

• Business Ethics in the Digital Era