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1. Analysis of the characteristics of digital communication and the relationship of digital media
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2. Identification and differentiation among different types of digital channels aimed at promoting online sales
- Online display advertising
- Video
- Mobile marketing
- Responsive Websites
- Email Marketing
- Social media marketing
- Affiliate marketing
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3. Relationship and analysis of tools to improve the results of e-marketing actions
- Online advertising tools
- Online distribution tools
- Online payment processing tools
- Online customer service tools
- Content creation
- Tools for advertising on social media
- Email tools
- Search Engine Marketing (SEM) tools like Google Adwords
- Search Engine Optimization (SEO) tools
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4. Management of available resources for the implementation of e-marketing activities
- Marketing budget concept
- Budget development stages
- Budget construction
- Budget characteristics
- Budget planning: conversion ratio
- Work program and analysis strategies
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