SDEB012 Проект "Онлайн маркетинг за услуги" (Project "Online Marketing in Service")
Анотация:
This training course is designed to equip students with the knowledge and practical skills necessary to develop, implement, and manage an effective online marketing strategy in the IT services sector. Students will learn about various online marketing tools and techniques, understand how to analyze market trends, and apply best practices to real-world projects.
Преподавател(и):
доц. Георги Петров д-р
Людмил Дуриданов д-р
Описание на курса:
Компетенции:
Upon training course completion students have acquired the following skills:
- To understand the fundamentals of online marketing within the IT services industry.
- To develop strategic online marketing plans that align with business objectives.
- To gain proficiency in using digital tools for marketing analytics and automation.
- To enhance skills in content creation, SEO, SEM, and social media marketing.
- To apply learned concepts to a capstone project involving a real IT service company.
Предварителни изисквания:
Basic computer skills and working English proficiency
Форми на провеждане:
Редовен
Учебни форми:
Проект
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- - Understanding the IT services landscape - Setting marketing objectives and KPIs
- - Create valuable content for IT services; - Keyword research and content optimization
- Paid Advertising (SEM/PPC): - Fundamentals of search engine marketing - Crafting effective PPC campaigns - Conversion tracking and ROI analysis
- - Leveraging social media platforms for IT services - Building brand presence and engagement
- - Collaborating with influencers in the tech industry - The rise of the CGIs
- Email Marketing and Automation - Designing email marketing campaigns - Utilizing automation tools for lead nurturing - A/B testing and campaign optimization
Литература по темите:
Chaffey, D. (2018). Global digital marketing and localization strategy. Smart Insights.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
Ryan, D. (2020). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708.