DIGITAL MARKETING AND ANALYTICS (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – Identify the digital marketing and analytics fundamentals in business, including with AI tools; LO2 – apply the digital marketing and analytics strategy development in business, including with AI tools; LO3 – Create the implementation framework for digital marketing and analytics in business, including with AI tools.

Topics:

1. Introducing digital marketing;
2. Online marketplace analysis: micro-environment;
3. The digital macro-environment;
4. Digital marketing strategy;
5. Digital branding and the marketing mix;
6. Data-driven relationship marketing using digital platforms;
7. Delivering the digital customer experience;
8. Campaign planning for digital media;
9. Marketing communications using digital media channels;
10. Evaluation and improvement of digital channel performance;
11. Project presentation: digital marketing and analytics using AI tools;
12. Assignment: exploring Artificial Intelligence (AI) tools in digital marketing and analytics.