Social Media is estimated to be critical in establishing interactive communication with customers. This course aims to provide essential information to the students on topics such as social media from the perspective of marketing communication; social media usage; and the strategic use of social media marketing. This course has been designed to provide updated information on social media marketing steps. The content of this course includes theoretical information from the literature derived from sources such as high-ranked academic journals, and books altogether with selected internet content (ex: videos, case studies). This course considers social media marketing from a strategic point of view and offers information on the past, current, and future trends. This course seeks to engage students to apply the theoretical background within a research that has as subject a certain company from a particular industry.
Businesses are increasingly confronted with the need to participate and manage a real-time digital presence. They need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. This course offers knowledge and the challenges of digital marketing. It offers specific topics related to digital marketing, such as: Developing a Global Vision through Marketing Research, Online marketplace, Digital media and the marketing mix, Campaign planning for digital media.
| Week | Topics |
|---|---|
| 1 | Syllabus details. Ch1 Introducing digital marketing [• explain how digital marketing is transforming the marketing landscape • show understanding of the customer lifecycle • describe the different types of digital media channels available to digital marketers • explain the digital marketing landscape • identify different types of generic transaction alternatives between consumers, business and organizations • distinguish between the buy and sell side of e-commerce • outline the framework for developing a digital strategy] (pages 38-89) |
| 2 | Ch1 Introducing digital marketing-II [• explain how digital marketing is transforming the marketing landscape • show understanding of the customer lifecycle • describe the different types of digital media channels available to digital marketers • explain the digital marketing landscape • identify different types of generic transaction alternatives between consumers, business and organizations • distinguish between the buy and sell side of e-commerce • outline the framework for developing a digital strategy] (pages 38-89) |
| 3 | Ch2 Online marketplace analysis: micro-environment [- Identify the elements of an organization’s digital marketing environment that have implications for developing a digital marketing strategy - Evaluate techniques for reviewing the importance of different players in the micro-environment: customers, publishers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy - Review changes to business and revenue models enabled by digital markets.] (pages 90-142) |
| 4 | Ch2 Online marketplace analysis: micro-environment-II [- Identify the elements of an organization’s digital marketing environment that have implications for developing a digital marketing strategy - Evaluate techniques for reviewing the importance of different players in the micro-environment: customers, publishers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy - Review changes to business and revenue models enabled by digital markets.] (pages 90-142) |
| 5 | Ch3 The digital macro-environment [- Identify how the macro-environment affects an organization’s digital marketing strategy, planning, implementation and performance - Consider the legal, moral and ethical constraints of digital marketing - Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing - Understand the significance of social media in the macro- environment.] (pages 143-197) |
| 6 | Ch3 The digital macro-environment-II [- Identify how the macro-environment affects an organization’s digital marketing strategy, planning, implementation and performance - Consider the legal, moral and ethical constraints of digital marketing - Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing - Understand the significance of social media in the macro-environment.] (pages 143-197) |
| 7 | Ch4 Digital marketing strategy [Integrate digital marketing strategy to traditional marketing and business strategy Identify opportunities and threats arising from digital media and technology platforms Develop a framework for digital marketing planning Evaluate digital strategy approaches for different marketplaces] (pages 198-265) |
| 8 | Ch4 Digital marketing strategy-II [Integrate digital marketing strategy to traditional marketing and business strategy Identify opportunities and threats arising from digital media and technology platforms Develop a framework for digital marketing planning Evaluate digital strategy approaches for different marketplaces] (pages 198-265) |
| 9 | Ch5 Digital media and the marketing mix [Apply the elements of the marketing mix in an online context Evaluate the opportunities that the Internet, digital media and technology make available for varying the marketing mix Assess the opportunities for online brand-building.] (pages 265-315) |
| 10 | Ch6 Relationship marketing using digital platforms [Assess the relevance and alternative approaches for using digital platforms for customer relationship management by encouraging interactions through social media, mobile notifications and email marketing Evaluate the potential of data-driven marketing, Artificial Intelligence and ‘Big Data’ using digital technology and marketing automation to deliver more relevant interactions Assess how to integrate social and mobile interactions to develop social CRM capabilities.] (pages 316-381) |
| 11 | Ch7 Delivering the digital customer experience [Define the success factors that contribute to an effective digital experience delivered as a website, mobile app or, where relevant, in-store, virtual or augmented reality Describe the different stages and techniques needed to create an effective website, mobile app or social media presence and to optimize its performance Assess the strengths and weaknesses of different service quality and e-loyalty frameworks.] (pages 381-465) |
| 12 | Ch8 Campaign planning for digital media [- Assess the difference in communications characteristics between digital and traditional media - Identify the main success factors in managing integrated digital campaigns - Understand the importance of integrating online and offline communications - Relate promotion techniques to methods of measuring website effectiveness.] (pages 465-519) |
| 13 | Ch9 Marketing communications using digital media channels [- Distinguish between the different types of digital media channels - Evaluate the advantages and disadvantages of each digital media channel for marketing communications - Assess the suitability of different types of digital media for different purposes. ] (pages 519-601) |
| 14 | Ch10 Evaluation and improvement of digital channel performance [- Understand terms and tools used to measure and improve digital marketing effectiveness - Develop an appropriate process to collect measures for digital marketing effectiveness - Identify the activities necessary when managing digital activities and content.] (pages 601-649) |
| Method | Qty | % Each |
|---|---|---|
| Homework | 4 | 6 |
| Project | 1 | 36 |
| Final Exam | 1 | 40 |
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice. 7th Edition - Pearson.