SHEM119 Проект: Дигитален маркетинг
Анотация:
This unit provides students with opportunities to develop a strong and wide understanding of digital marketing tactics and how they apply to the real world business in the e-business context. The programme also focuses on skills and knowledge which are necessary to help the students succeed in the digital age.
The unit has been designed as a balanced mixture of group discussions, presentation of case studies and workshops. The development of workshops and discussions will help students to demonstrate knowledge, understanding and critical thinking on aspects associated with e-business and digital marketing.
Преподавател(и):
доц. Кристиян Постаджиян д-р
гл. ас. Боряна Гигова д-р
Описание на курса:
Компетенции:
Students who complete this course:
1) will be able to:
• Plan and design an effective website
• Understand how to track and analyse web usage
Предварителни изисквания:
Students are required to have the following knowledge and/or skills:
• No preliminary requirements
Форми на провеждане:
Редовен
Учебни форми:
Проект
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- Google Digital Marketing tools – use, advantages, and metrics
- Digital Marketing Campaigns – transforming experience. Case studies Analysis
- Web tools for creating a website and promoting it through search engine marketing. Seo, ppc, rss, truster feed, web.2 definitions and paradigms.
Литература по темите:
• Chaffey, D., Smith PR (2013) E Marketing excellence: Planning and Optimizing your Digital Strategy (4th Edition), Routledge, Oxon, England.
• Chaffey, D., Fiona Ellis Chadwick (2012) Digital Marketing: Strategy, Implementation and Practice (5th Edition), Prentice Hall, Harlow, England.
• Damian R, Calvin Jones, (2012) Understanding Digital Marketing: Marketing Strategies for engaging the digital generation page, 2nd ed. Kogan Page Limited