SHEM220 Проект:Дигитални маркетингови метрики


As more and more organizations are using the Internet-based applications to perform their business, the internet has become an increasingly important tool of marketing. This potential for e-business emerged in a dynamic way since the 1990s and has since had a strong effect on approaches of marketing and the communication tools. The new technologies and especially the internet formed a new value creation which has become the basis for competitive strategy. Understandably, we have entered the era of web, where suppliers, distributors, providers and customers are using the web as the main platform for communication and transactions. This unit is designed to help students understand and shape innovation in e-business and internet marketing brought by the internet-based tools, mobile and multimedia technologies.

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Дигитален маркетинг и социални медии (на английски език, съвместна програма с университета в Йорк)


доц. Евелина Христова  д-р
гл. ас. Боряна Гигова  д-р

Описание на курса:


Students who complete this course:

1) will be able to:

• evaluate fundamentals of strategies and business processes of information systems in organizations and business practices.

• critically examine the information systems which focus on internet and web technologies.

• develop generic key skills in e-commerce and e-marketing.

• manage and develop e-services such as blogs and social networks.

• develop their awareness of the latest thinking in e-business and interactive marketing issues

Предварителни изисквания:
Students are required to have the following knowledge and/or skills:

• Digital Marketing Analytics

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

  1. Relationship between Internet Marketing and E-commerce – analysis, difference, discussion and business models
  2. E-commerce to commerce.2: New opportunities and threats of Social Commerce
  3. Embracing new social media technologies and capabilities that users come to expect from an online experience. Case studies and examples which prove that social media is driving sales.

Литература по темите:

• Chaffey, D., Smith PR (2013) E Marketing excellence: Planning and Optimizing your Digital Strategy (4th Edition), Routledge, Oxon, England.

Also highly recommended:

• 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