Learning objectives
Students will be able to manage the proposed Digital Marketing tools to plan, create, implement and assess Web-based strategies.
Prerequisites
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Course unit content
In this course, we will examine the fundamentals of digital marketing. The course focuses not only strategic level of digital marketing, but also tactics and usage of tools to meet digital marketing objectives. The students will gain knowledge on subjects including digital assets, digital analytics, search engine optimization, social media marketing, content marketing, video marketing, online advertising, search engine marketing, e-mail marketing, mobile marketing, growth hacking and gamification.
Full programme
PART 1: PLAN
Digital Marketing Strategy; Market Research; Content Marketing Strategy
PART 2: CREATE
User Experience Design; Web Development and Design; Writing for Digital
PART 3: ENGAGE
Customer Relationship Management; Search Engine Optimisation (SEO); Search Advertising; Online Advertising; Affiliate Marketing; Video Marketing; Social Media Channels; Social Media Strategy; Email Marketing; Mobile Marketing
PART 4: OPTIMISE
Data Analytics; Conversion Optimisation
Bibliography
Main book:
"eMarketing-The essential guide to marketing in a digital world, 5th Edition", Rob Stokes and the Minds of Quirk.
Suggested Readings:
Title: Understanding Digital Marketing, 2nd Edition. Authors: Damian Ryan, Calvin Jones,
Title: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing Author: WSI
Title: Web Analytics 2.0
Author: Avinash Kaushik
Title: Advanced Web Metrics with Google Analytics
Author: Brian Clifton
Title: Marketing In The Age Of Google
Author: Vanessa Fox
Title: Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising Author: Ryan Holiday
Title: For the Win: How Game Thinking Can Revolutionize Your Business
Author: Kevin Werbach
Title: The Art of SEO
Author(s): Eric Enge, Stephan Spencer, Jessie Stricchiola, Rand Fishkin
Title: SEO Made Simple (Third Edition): Strategies for Dominating the World's Largest Search Engine Author: Michael H. Fleischner
Title: Hooked: How to Build Habit-Forming Products
Author: Nir Eyal
Teaching methods
Frontal lessons; exercises; development of a project.
Assessment methods and criteria
Project evaluation; final exam.
Other information
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