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:

1. Introducing digital marketing;
2. Online marketplace analysis: micro-environment;
3. The Internet macro-environment;
4. Digital marketing strategy;
5. The Internet and the marketing mix (product and place);
6. The Internet and the marketing mix (price and promotion);
7. Relationship marketing using digital platforms;
8. Delivering the online customer experience;
9. Campaign planning for digital media;
10. Marketing communications using digital media channels;
11. Evaluation and improvement of digital channel performance;
12. Business-to-business digital marketing practice;
13. Business-to-consumer digital marketing practice