SHEM216 Digital marketing analytics
Annotation:
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.
This unit provides students with opportunities to acquire a strong and deep understanding of emarketing tactics and how they apply to the real world business in the e-business context. The programme also focuses on skills and knowledge which is required to help the students succeed in the digital age.
Lecturers:
Asst. Prof. Boryana Gigova, PhD
Course Description:
Competencies:
Students who complete this course:
1) will know:
• understand e-business theories and information systems uses.
• adopt and develop a systematic understanding of the technical innovations brought by emarketing.
2) 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
Prerequisites:
Students are required to have the following knowledge and/or skills:
• No preliminary requirements
Types:
Full-time Programmes
Types of Courses:
Lecture
Language of teaching:
English
Topics:
- Introduction to Digital Marketing. Definitions of e-business and e-marketing, opportunities, differences and risks of digital technologies. Successful examples and case studies of internet adoption by organizations.
- Online and Interactive New Media. Introduction to Digital Media, highlights of the differences them and the Traditional Media. The strengths and weaknesses of Online advertising, e-Public Relations and Online Communities.
- E-business Environment. The Internet micro and macro environment. Competitive forces, new channel structures, e-commerce business models and multi-channel customer experience.
- E-business Strategy Development and the e-marketing mix. The scope of Internet Marketing Strategy, approaches, goal setting and strategy formulation. E-strategy implementation of the internet marketing mix.
- Campaign Planning for Digital Media. Goal setting and tracking for interactive marketing communications. The characteristics of digital media and the differences with the traditional media.
- Guest lecture (web conference). Topic to be addressed: ‘’Why PPC should be part of your online strategy'', Giorgos Stathopoulos, Google Business Development Manager
- Digital Marketing: Implementation and Practice. Marketing Communications using digital media channels. Delivering the online customer experience through the campaign planning for digital media
- Guest lecture. Topic to be addressed: ‘’How social media presence affecting Search Engine Optimization’’ Nikos Zakakis, Search Engine Specialist, Marketing Agency
- Building and Managing e-Services. Web tools for creating a blog and promoting it through social media and search engine marketing. Seo, ppc, rss, truster feed, web.2 definitions and paradigms
- Revision.
Bibliography:
• 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