IS4246 - Digital Marketing and Customer Relationship Management

Offering Academic Unit
Department of Information Systems
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester B 2018/19

* The offering term is subject to change without prior notice
Course Aims

(A 150-word description about the course)

This course aims to introduce the fundamental concepts and approaches of digital marketing and the relationship marketing using different approaches on various digital platforms; innovate and develop integrated marketing campaign for both online and offline channels; and explain how integrated marketing plans and loyalty programs are designed and measured.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 50%
Examination: 50%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Information Systems