Course Summary

The School of Marketing and Digital Communication prepares students for careers in marketing, advertising, and digital media. Programs cover topics such as digital marketing strategies, consumer behavior, and brand management. The Bachelor of Marketing (Digital and Communication) is offered in the School of Business Management and aims to provide students with a comprehensive understanding of marketing principles and practices, with a specific focus on digital and communication strategies. The programme's aims are as follows:
1. Develop a strong foundation in marketing: The programme aims to equip students with a solid understanding of marketing concepts, theories, and techniques. Students will learn about market research, consumer behavior, branding, and product development.
2. Focus on digital marketing: The programme particularly emphasizes digital marketing strategies and techniques. Students will learn how to leverage digital channels such as social media, search engine marketing (SEM), search engine optimization (SEO), content marketing, email marketing, and digital advertising to reach and engage target audiences.
3. Explore communication strategies: Effective communication is essential in marketing. The programme aims to develop students' communication skills and teach them how to create persuasive marketing messages, develop integrated marketing communication plans, and manage public relations.
4. Foster critical thinking and analytical skills: The programme aims to develop students' ability to think critically and analyze marketing problems and opportunities. Students will learn how to conduct market research, analyze data, interpret consumer insights, and make informed marketing decisions.
5. Enhance creativity and innovation: Marketing requires innovative thinking and creative problem-solving. The programme aims to foster students' creativity and encourage them to develop innovative marketing strategies and campaigns.
6. Promote ethical and socially responsible marketing: The programme aims to instill a sense of ethical responsibility in marketing practices. Students will learn about ethical considerations in marketing, including consumer privacy, data protection, and social responsibility guided by GNH principles. 7. Provide practical skills and industry exposure: The programme aims to equip students with practical skills that are relevant to the marketing industry. Students will have opportunities to work on real-world marketing projects, internships, and industry placements to gain hands-on experience and exposure to the marketing profession.
Overall, the Bachelor of Marketing (Digital and Communication) programme aims to prepare students for various marketing roles in various industries, where they can apply their knowledge of digital marketing, communication strategies, critical thinking, and ethical practices to drive business success.