The digital environment, including but not only the Internet, if well understood and creatively utilized, provides efficient and effective platforms which complement conventional avenues to maximize the return of marketing activities. The course is thus designed to:
1. Help senior undergraduate as well as MBA students more realistically understand the commercial Internet environment.
2. Familiarize participants with marketing mixes in the digital environment.
3. Familiarize participants with various business models for both offline and online market players.
4. Familiarize participants with keyword advertising practices.
5. Familiarize participants with marketing by social media.