Duration: 3 hours for 13 weeks [ECTS: 6]

Course Outline

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The course aims to present the new opportunities offered by the Internet and digital technologies, both at strategic and tactical levels, and their connection to the overall marketing strategy of an organization or company. The course seeks to equip students with the knowledge and skills required to analyze data from the World Wide Web and social networks and to draw useful conclusions for a marketing executive. Students will form teams and promote their own websites or social media pages.

Marketing and the Internet — Consumer behavior online and in other digital media 
•    Electronic business models 
•    Marketing strategy in the digital era 
•    Value creation and content marketing 
•    Community management — Engagement and conversions 
•    Channels, means and tools for online advertising (owned, paid, earned media) 
•    Search engine optimization (SEO) 
•    Use of Google Analytics 
•    Measurement of conversion rate and return on investment (ROI) in a multi channel digital marketing environment 
•    Advertising on social networks 
•    Use of tools and techniques for analysis and description of social network structures (social media metrics) 
•    Email marketing 
•    Presentation of group project

 

Learning Outcomes

After completing the course participants should be able to:

•    Analyze digital marketing strategies based on online value propositions and market/product development. 
•    Know the main digital marketing tools and be able to apply them at an introductory level. 
•    Select and combine appropriate tools according to marketing objectives and market data. 
•    Recognize the value of interactive marketing communication, search engine marketing, and interactive public relations for a business. 
•    Evaluate the effectiveness of digital marketing actions. 
•    Understand and use a wide range of tools and techniques for analysis and correlation of data from the web and social networks. 
•    Collect data from the web and social networks. 
•    Apply performance measurement models to online advertising.