Description
This course is an introduction to digital and online marketing. It covers basic theories of digital, social media, email and affiliate marketing and explores current digital marketing trends. Successful digital businesses vary with respect to their target audiences and their approach to selling their products and services online. Students will explore several contemporary cases of digital marketing successes (both in the case of purely online businesses, and digital aspects of brick and mortar businesses), analyze factors that affect international digital marketing success and create their own digital marketing plan.
Type Subject
Optativa
Semester
Second
Credits
5.00
Previous Knowledge
Objectives

1. Gain a broad understanding of digital marketing topics and their importance to business success

2. Identify contemporary issues and trends in the international digital marketing space

3. Recognize successful digital marketing strategies and understand how to apply them

Course Learning Outcomes

At the end of this course, students will be able to:
1. Understand and explain digital marketing strategies and trends.
2. Analyze online, digital and social media marketing business cases in detail to understand strategic decision-making
3. Given case studies, evaluate strategies of successful (and failed) digital businesses
4. Create and implement a digital marketing plan using knowledge gained in the course
5. Demonstrate research, teamwork and oral presentation skills
6. Demonstrate both critical thinking and generative learning (the integration of new ideas with existing knowledge) in their work

Contents

The following is a list of topics we will cover in each week of the course,

-Digital Marketing Strategy

-Content Marketing Strategy

-Writing for Digital

-Customer Relationship Management

-SEO

-Online Ads

-Affiliate Marketing

-Video Marketing

-Social Media Channels & Social Media Strategy

-Email Marketing

-Mobile Marketing

Methodology

This course follows a theoretical + practical approach to learning. While there is a lecture component, this course involves substantial class participation and discussion about contemporary digital and online marketing cases. We will cover 11 selected topics in the textbook and do practical case study assignments in class.

Students are expected to take a proactive approach to their own learning, be fully prepared for each class and keep on top of class material added on E-study.

Evaluation
Evaluation Criteria
Basic Bibliography
Additional Material