SHEM214 Дигитални маркетингови комуникации
Анотация:
The emergence of the digital media has revolutionized communication reality and the rapid growth of mobile and digital tools has brought about unprecedented opportunities. People's habits have been reshaped through social networks, while online behavior has been affected by the use of social media. Modern consumers watch less TV, are more active online, communicate through smart phones, and talk via Skype and exchange information via social networks and blogs. Digital marketing tools are helping brands and organizations to reach more potential customers who are actively seeking services and products in the digital world via mobile and desktop devices. This unit is designed to help students understand how the digital marketing evolution has changed the way that brands communicate with their customers. Students also acquire practical knowledge of planning in new media and mobile devices.
Преподавател(и):
гл. ас. Боряна Гигова д-р
Описание на курса:
Компетенции:
Students who complete this course:
1) will know:
• understand the trends of mobile marketing and identify new opportunities arising from the mobile space
• understand the concept of inbound marketing and the ways to increase traffic through quality content strategy.
• understand the concept of social commerce and all the available techniques and tools of social media which can drive sales
2) will be able to:
• provide tools and techniques for leveraging the social presence of a brand.
• develop a clear understanding of the usage of social media marketing as a part of an integrated marketing plan
• develop their awareness of the latest thinking in digital marketing
• adopt and develop a systematic understanding of the social media metrics and use techniques to evaluate a social media campaign
Предварителни изисквания:
Students are required to have the following knowledge and/or skills:
• No preliminary requirements
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- The Horizontal Revolution Definitions social media, differences with traditional media. How web2 adds value to the web and what are the marketing objectives when a brand incorporates social media in the marketing mix.
- Social Consumers Introduction to the zones of social media. How and why consumers are drawn to social media activities. Does digital culture play a role in consumer behavior.
- Strategic Planning with Social Media The 3 phases of social media marketing maturity. Where social media marketing planning fit into a brand’s overall planning framework. The steps of social media marketing planning.
- Social Entertainment The characteristics of social games. Why are social games an effective tool for marketing and how the brands can benefit and use social games?
- Social Listening and Analytics Use of social listening to interact direct with consumers and ambassadors of your brand. Real Case study and monitoring of a real brand. Reasons to dig deeper in the overall social presence.
- Topic to be addressed: ‘’Google AdWords Certification; How and why to become a Google Partner’’, Zinet Chaidopoulou, Business Development Manager, Google.
- Building and Managing Social Media Services Web tools for creating social media presence. Integration with the website, implementation, control and monitoring of the social presence.
- Guest lecture (web conference). Topic to be addressed: Social Listening; Tapping the potential of social media analytics tools'', Despoina Charami, Online Marketing Manager, Gnostix.
- Google AdWords Certification Preparation for the test, quizzes and interactive challenges. Introduction to the Fundamental exam. Understand basic and advanced concepts including Quality Score, CPA, bid strategies and dynamic keyword.
- Revision.
Литература по темите:
• Tracy, T., Solomon M., (2014) Social Media Marketing (1st Edition), Pearson, Harlow, England.
Also highly recommended:
• Damian R, Calvin Jones, (2012) Understanding Digital Marketing: Marketing Strategies for engaging the digital generation page, 2nd ed. Kogan Page Limited
LIST OF REFERENCES / ADDITIONAL RECOMMENDED READING
List of journals:
• International Journal of Electronic Business, International Journal of Electronic Commerce, International Journal of E-business Research, International Journal of Cases on Electronic Commerce, International Journal of E-business Strategy Management, Electronic Commerce Research and Applications, Communications of the ACM, Journal of Management Information Systems, The Journal of Strategic Information Systems.
Online References:
The following Web sites may be referred to during the class. Several listed articles are available at these sites:
• InformationWeek: http://www.informationweek.com/
• The Economist Magazine: www.economist.com
• E-business watch: www.ebusiness-watch.org/
• Social media news and web tips: http://mashable.com/
• Internet news, business and culture: http://thenextweb.com/
• News and Analysis on social media marketing http://socialmediatoday.com/