DIGITAL MARKETING (2/2 Credits)
Learning Outcomes:
On successful completion of this course, student will be able to: Define the digital marketing fundamentals; Explain the development of digital strategy; Design Marketing communications using digital media channels
Topics:
- Introducing digital marketing;
- Online marketplace analysis: micro-environment;
- The Internet macro-environment;
- Digital marketing strategy;
- The Internet and the marketing mix (product and place);
- The Internet and the marketing mix (price and promotion);
- Relationship marketing using digital platforms;
- Delivering the online customer experience;
- Campaign planning for digital media;
- Marketing communications using digital media channels;
- Evaluation and improvement of digital channel performance;
- Business-to-business digital marketing practice;
- Business-to-consumer digital marketing practice
SOCIAL MEDIA
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