24206 Interactive Communication and Customer Behaviour

Requisite(s): 24108 Marketing Foundations OR 241080 Marketing Foundations OR 24105 Marketing Principles OR 241050 Marketing Principles

These requisites may not apply to students in certain courses.

There are also course requisites for this subject. See access conditions.

This subject focuses on understanding the various ways consumers utilise the Internet and the external and internal influences on their behaviour. It provides an understanding of the role of traditional forms of marketing communication as well as various forms of interactive communication in the building of long-term customer relationships.