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This course explores the impact of the Internet, digital and social media, and emerging technological innovations on the marketing of goods and services. It examines consumer response to these innovations and factors that lead to the adoption of these new technologies. Students will examine digital technologies and their impact on customer acquisition, customer retention and customer development. An emphasis is placed on the utilisation of contemporary digital marketing applications within the emerging electronic environment. The changing technology environment means that marketers need to understand the way firms interact with the market, and how firms are taking advantage of new technologies to improve their marketing strategies.

Study Level


Offering Terms

Term 2



Indicative contact hours


Conditions for Enrolment

Pre-requisite: MARK1012 or ECON1203. If students can demonstrate they have equivalent statistics knowledge, but haven't completed any of the listed pre-requisite courses, they can seek permission from Program Coordinator by submitting an online form.

Course Outline

To access course outline, please visit:


Additional Information

This course is offered as General Education.

Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)

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