DMCS3150 Introduction to Digital Marketing (6 op)

The course offers you a holistic introduction to digital marketing by explaining its key drivers, basic concepts and principles that are needed to plan, execute, measure and analyze digital marketing operations.

Connection of Course Contents to UN Sustainable Development Goals: no 8: Achieve higher levels of economic productivity through diversification, technological upgrading and innovation

Course content:

• Definition, perspectives and frameworks of digital marketing

• Digitalization of business landscape

• Digital marketing strategy and objectives

• Digital marketing tactics: Web design, digital advertising, search engine optimization, social media marketing

• Digital analytics and digital marketing performance measurement

• Digital marketing capabilities and skills of the future

After completion of the course the student is able to:

1. Define the basic concepts of digital marketing

2. Analyze the business landscape at the digital era

3. Plan and formulate digital marketing strategies

4. Select digital marketing tactics that suit the selected strategy

5. Measure and analyze digital marketing performance

We participate in the Digital Marketing Master Plan assignment where the Digital Marketing plans is divided across several taught courses:

Introduction to Digital Marketing YMAS3150

Managing Customer Relationships YMAS2160

Digital Marketing Communication YMAS3120

Digital Marketing in Action YMAS3140

Digital Interaction YCCS3110

Articles and other supplementary material provided by the instructor.