The continuous and rapid introduction of electronic media, new technology platforms, data sources, and media consumption devices have significantly changed the way we do marketing campaigns.

In view of this challenge, the course is designed to provide students with the knowledge of the fundamental and critical impacts of the newly emerging electronic media landscape. Prevailing techniques of understanding online consumer behaviours and the essential steps of planning e-marketing campaigns (e.g. setting goals and objectives, monitoring and analysing campaign performance) are emphasised.

Learning in this course will be accomplished through lectures, guest speakers, case studies, in-class exercises, computer lab exercises, group project and presentations.