Digital Media Metrics


This subject responds to the digital media industry's growing emphasis and reliance on data, metrics and marketing to better segment and target audiences. The rapidly-evolving digital and social media industry is framed within historical and theoretical contexts and for commercial, professional, social and personal uses. In this subject, students learn foundational digital marketing skills, digital and social media technologies, devices, platforms, media and analytical techniques to develop their marketing-oriented, decision-making skills. Students develop skills linked to content marketing, social media marketing, email marketing, as well as relevant digital tools concerning search engine optimisation (SEO), digital analytics and other social media metrics. Students learn strategies from industry case studies in business-to-business (B2B) and business-to-customer (B2C) digital marketing to better understand how businesses leverage website traffic, content performance and lead generation. Students also critically examine the consequences of digital media marketing, and the limits and perils of big data.