Learning objectives
The web and digital technologies have transformed the traditional way of conducting business and managing marketing strategies, by providing new opportunities for customer relationship, to both manufacturers and retailers.
This course aims at exploring the marketing policies and strategies in the digital economy, in order to understand how firms can integrate on line e off line tools with regards to distribution channels, such as e-commerce, and communication channels, such as new social media.
The emphasis throughout is on the development of customer loyalty in the digital marketplace by
customizing products, services, advertising and promotional initiatives.