54061 Digital Media: Marketing, Metrics and Data

Description

This subject responds to the digital media industry's growing emphasis and reliance on data, metrics and marketing to better segment and target audiences. The rapidly-evolving digital and social media industry is framed within historical and theoretical contexts and for commercial, professional, social and personal uses. In this subject, students learn foundational digital marketing skills, and the use of digital and social media technologies, devices, platforms, media and analytical techniques to develop marketing-oriented decision-making skills. Students develop skills linked to communication campaign development, content marketing and data collection, analytics and communication. Students also critically examine the consequences of digital media marketing, and the limits and perils of big data before applying these understandings to the development of their own marketing projects.