Study plan
BUSM099 4-Lesson Study Plan for Digital Marketing Topics
Create a 4-lesson study plan covering the indexed BUSM099 lectures on online marketplace analysis, online customer experience, digital technologies and the marketing mix, and B2C/B2B digital marketing practices.
Lessons in this plan
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1
Lesson 1: Online Marketplace Analysis Foundations
Analyse the online marketplace by distinguishing micro- and macro-environment factors, applying situational analysis concepts such as SOSTAC and E-SWOT, and identifying customer behaviour, journeys, competitors, suppliers, and PEST forces relevant to digital marketing planning.
- 2 Lesson 2: Digital Technologies and the Marketing Mix Explain how digital technologies reshape the marketing mix by evaluating implications for product/service, price, place, promotion, and people-process-physical evidence, and by comparing extensions such as the 5Is, 4Cs, and 4Es in digital marketing contexts.
- 3 Lesson 3: The Online Customer Experience Plan and assess an online customer experience by defining site or app requirements, applying user-centred design and information architecture principles, reviewing usability and interactivity, and connecting content testing and service quality to customer satisfaction.
- 4 Lesson 4: B2C and B2B Digital Marketing Practices Compare B2C and B2B digital marketing practices by examining online consumer behaviour, technology acceptance and digital trust, retail and omnichannel formats, B2B acquisition and retention approaches, and e-procurement options in inter-organisational trading.