SDEB008 Онлайн маркетинг за услуги (Online Marketing in Service)
Анотация:
Internet marketing is not an area saved only for fast-moving consumer goods nor fancy fashion goods and accessories that needs as much publicity as possible, therefore the course aims to help student to make an observation on the whole range of options that it provides, especially in service industry. Building correct and fast feedback connection and appropriate customer experience in service is the key of success for both physical products and services in digital ere customers and companies live in. Content is the key word in online marketing practice but in the same time in requires more explanation and preliminary training for further execution. The general goal is to transfer producer’s expertise and the benefits of its service/s via digital channels in the best way to maintain useful connection with customers in different markets and with different needs.
Преподавател(и):
Людмил Дуриданов д-р
Описание на курса:
Компетенции:
Successfully graduated students:
1) know:
What is marketing and its role in service industries
How marketing works in online environment
What content is in terms of marketing and how it serves for services
How to create content
2) can:
Design content strategies for services
How to create consumer experience for services
Предварителни изисквания:
Students have to bring along the following skills:
- Working English
- Elementary computer skills
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- Introduction to online marketing in the Age of Google, Facebook, Instagram and TikTok: concepts, trends and challenges
- Introduction in the Marketing Mix
- Content marketing and customer service
- Online content marketing and storytelling for service businesses
- Customer Experience - Design and Context
- Online consumer behavior and decision making in service contexts
- Online branding and positioning strategies for service businesses
- Social Business and its brand strategies
- Digital consumer experience - the long journey
- Online social media marketing and influencer marketing for service businesses
- Online search engine marketing and optimization for service businesses
- Online email marketing and mobile marketing for service businesses
- Online customer retention strategies for service businesses
- Online analytics and performance measurement for service marketing
- AI applications and platforms for online marketing
Литература по темите:
Elley, Brandon & Tilley, Shayne, 2009, Online Marketing Inside Out, Collingwood, Australia & SitePoint Pty, Ltd.
Hoffman, Douglas & Bateson, John, 2011, Service Marketing. Concepts, Strategies and Cases. 4th edition, South-Western CENGAGE Learning.
King, David Lee, 2008, Designing Digital Experience. How to Use Experience Design Tools and Techniques to Build Websites Consumers Love, Medford, New Jersey: Information Today, Inc.
Lieb, Rebecca, 2012, Content Marketing. Think like a Publisher – How to Use Content to Market Online and in Social Media, Indianapolis: Que Publishing.
Solis, Brian, 2013, What is The Future of Business, Haboken, New Jerse: John Wiley & Sons, Inc.
Средства за оценяване:
35% - discussion
35% - analysis
35% - assignment
30% - project