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TOT - MKT558 Digital Marketing

The document summarizes changes made to the syllabus for the MKT558 Digital Marketing course. Key changes include adding a new chapter on cybersecurity and ethics, updating some chapter titles to reflect a focus on digital topics rather than internet topics, and potential changes to reading materials to include challenges and trends in digital marketing. Assessment will remain continuous at 100% and include assignments, case studies, reports and a test covering selected chapters.

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0% found this document useful (0 votes)

42 views15 pages

TOT - MKT558 Digital Marketing

Uploaded by

Norman Work

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Download as PDF, TXT or read online on Scribd

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TOT

MKT558 DIGITAL MARKETING

Prepared by: Dr Amily Fikry
Department of Marketing and Entrepreneurship, Faculty of Business and Management,
UiTM Puncak Alam
Email: [email protected]
TEACHING METHODOLOGY

Lecture Computer Aided Problem Based Web based

Learning Learning learning
TEXT AND MAIN
REFERENCES X
1. Recommended Text
• Chaffey, D., and Ellis-Chadwick, F.,,
Digital Marketing: Strategy,
Implementation and Practice, 7, Harlow,
Financial Times/ Prentice Hall, 2019
2. References
• Christen, M., Gordjin, B., Loi, M. (2020).
The Ethics of Cybersecurity. Springer
Link. ISBN: 978-3-030-29052-8
COURSE INFO
• REFER AIMS FOR LATEST COURSE INFO (VERSION 10)
Silibus MKT558
Bab Bab Dalam Silibus Semasa Bab Dalam Silibus Baru
1 Introduction Introduction
2 Online Marketplace Analysis: Micro Online Marketplace Analysis: Micro Environment
Environment
3 The Internet Macroenvironment The digital Macroenvironment
4 The Internet and The Marketing Mix Digital Media and The Marketing Mix
5 Relationship Marketing Using Digital Platform Relationship Marketing Using Digital Platform
6 Delivering The Online Customer Experience Delivering the digital Customer Experience
7 Marketing Communications using Digital Media Marketing Communications using Digital Media
Channels Channels
8 Evaluation and Improvement of Digital Channel Evaluation and Improvement of Digital Channel
Performance Performance
9 Business to Consumer digital marketing practice Cybersecurity and Ethics in Digital Marketing
10 Business to Business Digital Marketing Practice Current Trends in Digital Marketing
Silibus Baru
Bab Bab Dalam Silibus Semasa Bab Dalam Silibus Baru

1 Introduction Introduction

2 Online Marketplace Analysis: Micro Online Marketplace Analysis: Micro

Environment Environment

3 The Internet Macroenvironment The digital Macroenvironment

4 The Internet and The Marketing Mix Digital Media and The Marketing Mix

5 Relationship Marketing Using Digital Relationship Marketing Using Digital

Platform Platform

6 Delivering The Online Customer Delivering the digital Customer Experience

Experience

7 Marketing Communications using Marketing Communications using Digital

Digital Media Channels Media Channels

8 Evaluation and Improvement of Evaluation and Improvement of Digital

Digital Channel Performance Channel Performance
- Basic concepts and model of
9 Business to Consumer digital Cybersecurity and Ethics in Digital
marketing practice Marketing security
10 Business to Business Digital Current Trends in Digital Marketing
- Best practices and
Marketing Practice recommendations for
cybersecurity service providers
• Basic concepts and model of security (C2)

Chapter 9:
• Threats
• Information security

Cybersecurity
• System security
• Security versus safety
• Threats and solutions in data security
and Ethics in • Unauthorised disclosure of information
• Unauthorised modification and fabrication

Digital • The benefits of assymmetric cryptography

• Malware threats and solutions

Marketing • Domains for policy implementation (C15)

• Customer data handling
• Information about breaches
• Threat intelligence activities
• Vulnerability related information
• Data sharing with peers
• Improving ethical decision making: - A step-wise procedures for
analysing problems
Perubahan Bab Dalam Silibus
Bab Bab Dalam Silibus Semasa Bab Dalam Silibus Baru

1 Introduction Introduction

2 Online Marketplace Analysis: Micro Online Marketplace Analysis: Micro

Environment Environment

3 The Internet Macroenvironment The digital Macroenvironment

4 The Internet and The Marketing Mix Digital Media and The Marketing Mix

5 Relationship Marketing Using Digital Relationship Marketing Using Digital

Platform Platform

6 Delivering The Online Customer Delivering the digital Customer Experience

Experience

7 Marketing Communications using Marketing Communications using Digital

Digital Media Channels Media Channels

8 Evaluation and Improvement of Evaluation and Improvement of Digital

Digital Channel Performance Channel Performance

9 Business to Consumer digital Cybersecurity and Ethics in Digital

marketing practice Marketing

10 Business to Business Digital Current Trends in Digital Marketing Any relevant - Challenges in Digital Marketing
Marketing Practice - Future trends in Digital
reading material Marketing
• Challenges in Digital Marketing
• Future trends in Digital Marketing
Chapter 10:
Current • May refer to any relevant reading material to
Trends in discuss with students on relevant trends

Digital
Marketing
ASSESSMENT No. Type of Assessment %
GUIDELINE 1 Assignment 20
(Individual Assignment)
• Continuous
Assessment: 100% 2 Case Study 30
(Group Assignment 2)

3 Written Report 30
(Group Assignment 1)

4 Test 20
GROUP
ASSIGNMENT 1
GUIDELINE
GROUP
ASSIGNMENT 2
GUIDELINE
INDIVIDUAL
ASSIGNMENT
GUIDELINE
TEST (20%)
• Multiple Choice Question and True/False
• Covered chapter 1,5,6,8 & 9 of the syllabus
Thank you