DMCS3160 Digital Marketing Strategy (6 cr)

This course focuses on the formulation of effective marketing strategies with a special emphasis on the digital environment. It covers essential concepts, principles, and techniques to develop competitive advantages in a customer-centric and sustainable manner.

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

• Formulate effective marketing strategies at the digital age.
• Develop analytical thinking and apply it for analyzing and solving strategic marketing problems.

The student is expected to have completed a Bachelor-level degree in business studies (or equivalent) before registering for the course. Bachelor-level students who have not completed their degree are accepted to the course only in exceptional circumstances (e.g., over 160 credits completed and the thesis is 80-99% ready).

The course builds on YMAA3220 Digital Marketing and DMCS3130 Digital Market Environment, and they are thus highly recommended courses to complete before registering for this course. 

• Coursebook and other literature assigned by the instructor
• Lecture content
• Other supplementary material provided by the instructor.