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APPENDIX - Details of Specialisation Courses

COURSE TITLE DIGITAL MEDIA MARKETING

COURSE CODE CQE7005
1. Explain the role and importance of digital marketing in a rapidly
changing business environment.
2. Examine various strategic approaches to digital marketing.
LEARNING 3. Assess effectiveness of digital marketing campaign on company’s
OUTCOMES
strategy.
4. Develop a marketing campaign using digital platforms such as social
media, blogs and content marketing
This course provides an introduction to digital media marketing by
covering all the major digital platforms including social media. Students
SYNOPSIS
will also learn how the effectiveness of digital media marketing campaigns
can be measured.

COURSE TITLE CONSUMER BEHAVIOUR

COURSE CODE CQE7024
1. Discuss the concepts and theories in consumer behaviour.
2. Describe the consumer behaviour model.
LEARNING
OUTCOMES 3. Analyse the internal and external influences affecting consumer
behaviour.
4. Apply theories of consumer behaviour in marketing situations.
This course will focus on the psychological factors influencing individual
consumption behaviour. The major topics covered in this course are
information processing, behavioural learning, personality and
SYNOPSIS
psychographics, consumer beliefs, attitudes and behaviour, consumer
decision making process, situational influences, group processes, cultural
processes and global issues in consumer behaviour.

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