This module examines the impact of Digital Marketing
and eCommerce in today’s consumer decision-making
and purchasing process. Using the theories of marketing
and brand building, students will learn to develop and
manage digital marketing strategy and eCommerce
platforms, and discover the role of online reputation and
sentiments management as a critical component of an
effective digital marketing strategy. This module will equip
students with the strategic, creative and operational
knowledge required to develop eCommerce platforms. It
also covers the various digital media strategies that are
essential in driving effective digital traffic and conversion
to eCommerce platforms.
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