Course Details
Country:
Netherlands
Course Title:
Digital Marketing
Course Number:
CM2293
Course Description:
The launch of social media platforms and smartphones in the mid-2000s have dramatically changed how marketers engage with their customers. Businesses have undergone a paradigm shift in which consumers play a much more active role in the communication and branding of a product/service. Consumers are no longer passive receivers of information; they are empowered initiators and co-creators of marketing communication and campaigns. They can strengthen brand equity by being brand ambassadors spreading the word about products across global social media networks. However, they also have the power to undermine and destroy a brand if it goes against their values. In this new volatile market environment, companies must continually rethink and adapt their strategies and tactics, working closely with consumers and other stakeholders in communicating their brand and value proposition. This digital age also affords a lot of opportunities for businesses. Consumers are now closely interacting with social media platforms, streaming
Language:
English
Approved Equivalent:
COMM 384, COMM 388
Attachment Files:
Course guide.pdf
