E-BUSINESS STRATEGY AND IMPLEMENTATION (4/2 Credits)

Learning Outcomes:

After completing this course, students will be able to: Understand digital marketing in the real world.

Topics:

1. Digital marketing fundamentals: Introducing digital marketing, Online marketplace analysis: micro-environment, The internet macro-environment;
2. Digital Strategy development: Digital marketing strategy, The internet and the marketing mix, Relationship marketing using digital platforms;
3. Digital marketing: Implementation and practice: 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-consumer digital marketing practice, Business-to-business digital marketing practice.