MSc in Internet Marketing
MSc in Internet Marketing – Companies are increasingly allocating resources to (online) interactive marketing strategies such as advertising in online platforms (e.g. search engines, social networking). Dynamic pricing/ promotions (e.g. daily deals) and targeting consumers using pervasive computing technologies (e.g. location based targeting in mobile platforms). Simultaneously, technology has also empowered consumers to have a significant voice in the success or failure of brands through social media platforms, such as social networking, product reviews/ recommendations and blogs. Hence it is important for marketers to understand the implications of these technologies, associated strategies and underlying theories for effective decision-making in digital platforms.
Objectives:
At the end of the course, it is expected that students will be able
to:
- Understand the strategic and economic issues in interactive marketing.
- Gain some insight into the technologies that underlie various online marketing techniques.
- Develop analytical abilities to untangle issues related to online marketing through cases
and assignments.