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:

Customer Journey; Introducing digital marketing; Online marketplace analysis: micro-environment; Social Media 1; Social Media 2; The digital macro-environment; Digital marketing strategy; Web Design 1; Digital media and the marketing mix (product and price); Web Design 2; Digital media and the marketing mix (place and promotion); Project presentation – 1; Project presentation – 2; Relationship marketing using digital platforms; Delivering the digital customer experience; SEO; Campaign planning for digital media; SEO; Business Performance; Marketing communications using digital media channels; SEO; Evaluation and improvement of digital channel performance; Project presentation – 3; Business-to-business digital marketing practice; Business-to-consumer digital marketing practice.