This course focuses on those digital marketing strategies which are widely regarded as key to effectively communicating with today’s online customers. Digital marketing, as examined in this course, is based on the imperatives of ubiquitous access, consumer engagement and the democratization of media. The course concentrates on three interrelated components, digital marketing and it’s foundations in direct marketing and relationship marketing.
The course will pay particular attention to:
- Content marketing
- Web property analysis (strategy, design, and navigation), including SEO
- Social media marketing,- choosing the right tool and measuring success
- Mobile marketing
- Web advertising; web analytics (Google TM and others) – leveraging business marketing intelligence
- E-commerce and web business models – customer acquisition and conversion
- Case based learning – Consumer and B2B
- Digital marketing’s relationship to entrepreneurship
