Digital Marketing and Social Media (IMB)

Aims of the course

To develop thorough knowledge about how digital technologies and social media are changing marketing strategies and tactics, to develop knowledge about marketing concepts that are relevant in the digital environment, and to learn about best practices for creating, developing, communicating and analyzing value by using digital marketing tools and social media platforms. To provide insight into trends in digital marketing and social media and about ways to combine digital and offline marketing tactics.

Course syllabus

1. Introduction to digital marketing (How digital technologies are transforming marketing; Key terms and concepts; Distinctive properties of digital marketing)
2. New role of the consumer in the digital environment (Consumer Decision Journey; Prosumers; Co-creation; Consumer behaviour models in the digital environment)
3. Strategic approach to digital and social media marketing (Paid-Owned-Earned media; Digital marketing strategy framework; Digital analytics; Key performance indicators)
4. Content marketing & SEO (Content mission; Keyword list development; Choosing relevant content types; Content development; User-generated content; Curated content; On-site & off-site SEO activities)
5. User eXperience /User Interface (Choosing relevant digital media platforms; Designing user experience; Usabilty; Testing)
6. Digital advertising (Advertising pricing models; PPC advertising; Display advertising; Native advertising; Video)
7. Managing communities in social media (Shift of power from brands to consumers; Customer engagement; Storytelling; Community management; Anti-branding)
8. E-mail marketing (Permission marketing; Newsletters; Direct mailing)
9. Retailing in digital environment (Disintermediation & reintermediation; Digital intermediaries; Payments & logistics issues)
10. Web analytics & optimization (Key performance indicators; Challenges of measurement in the digital environment; Major digital analytics tools)

Course director(s)