SHEM106 Digital Marketing (optional)


New ways of using the Internet continue to emerge and its use is constantly increasing. More and more people are looking for information, products and services online so it only make sense for Internet to be used as an important marketing tool. This potential for e-business emerged in a dynamic way at the 1990s and since then it still has a strong influence on marketing and 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 digital era, 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 innovations in e-business and digital marketing brought by the internet-based tools, mobile and multimedia technologies.

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Business, Management, Technology and Innovation (jointly with York University) (in English)


Assoc. Prof. Kristian Postagian, PhD
Asst. Prof. Boryana Gigova, PhD

Course Description:


Students who complete this course:

1) will know:

• Understand how a successful web presence can be achieved

• Comprehend how search engines work and how to implement successful Search Engine Optimization (SEO) techniques

• Understand e-business theories and information systems uses.

2) will be able to:

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

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

• Develop awareness of the latest thinking in e-business and interactive marketing issues.

• Adopt and develop a systematic understanding of the technical innovations brought by e-marketing

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

• No preliminary requirements

Full-time Programmes

Types of Courses:

Language of teaching:


  1. Introduction to digital marketing
  2. Building a web presence (Part I)
  3. Building a web presence (Part II)
  4. Search engine optimization (Part I)
  5. Search engine optimization (Part II)
  6. Web analytics
  7. Digital marketing strategy
  8. Social media strategy
  9. Social media advertising
  10. B2b digital strategies
  11. Evaluating digital performance
  12. Conclusions and discussion


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

• 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