SHEM215 Project: Digital Marketing Communication
Annotation:
This unit combines the digital knowledge of new media with the practical application in real-time project. The programme is designed to prepare the students with all the necessary skillsets in order to be ready to apply these techniques in the Digital Marketing Industry. Moreover, this unit focuses also on the ‘’always on’’ opportunity which arise from the growth of mobile devices especially when these are based on location and context.
Lecturers:
Asst. Prof. Boryana Gigova, PhD
Course Description:
Competencies:
Students who complete this course:
1) 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
Prerequisites:
Students are required to have the following knowledge and/or skills:
• No preliminary requirements
Types:
Full-time Programmes
Types of Courses:
Project
Language of teaching:
English
Topics:
- Case study: Mac Donald’s digital promotion of mc drive in Thessaloniki
- Case study: ASOS reaches Russian audience through VK and Yandex.
- Case study: How EUME Bags’ lockdown campaign grabbed 10 Mn eyeballs.
- Case study: How Netflix is Winning Social Media.
Bibliography:
• 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/