dim lecture one 2013 semester 2

1

don’t think like a consumer

see Module Handbook for recommended texts and websites

learning objectives...

critically analyse the role of key digital platforms, tool and media.

digital marketing is marketing

websites content

story-telling

omni-channel

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2

3

4

5

6

situation

objectives

strategy

tactics

action control

changing landscape...

changing landscape…

digital disruption...

Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London

Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford

Chaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11] Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th European ed. FT Prentice Hall: Harlow McQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing

Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons

Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-digital-disruption/ http://solutions.forrester.com/disruption http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/dealing-with-digital-disruption/ http://www.smartinsights.com/digital-marketing-strategy/sostac-model/