The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business globally. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets. However, reaching, acquiring and establishing long-term relationships with customers require different approaches in a business to business (B2B) than a business to consumers (B2C) space. It is the case for digital and direct marketing as well; while the tools are the same, how B2B marketers apply the tools is different.

The focus of this unit is on developing students' knowledge of digital and direct marketing as a strategic element of the B2B marketing mix. It will develop students' knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in a B2B marketing context. The unit will develop students' knowledge of when and how to use the various methods of digital and direct marketing at different stages of marketing strategy. The unit will develop students' knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and direct marketing strategies.