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 2023/24

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


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