Digital Marketing (MNG234)

Digital marketing is the discipline of using the internet and other digital technologies to reach customers and to meet their needs profitably. It is a core function of any business and while its core principles are the same as those of marketing in general, it requires specific and always evolving knowledge and skills to be performed successfully. In this elective course, you will learn the key frameworks for analysing, planning and optimizing your digital marketing activities. This includes situation/market data analysis, formulation of goals, strategy and value proposition, budget, channel and schedule decisions, creative implementation, and finally measurement and optimization processes. You will understand how to think about the online customer journey and what role different earned, owned and paid online channels play in supporting your objectives. It covers optimisation of your own website, social networks such as Facebook, organic and paid search ads through Google, Programmatic and Direct Display and Video ads, Emails, Affiliates and many other channels. The course equips students with cutting-edge theory during lectures combined with practical skills gained through analysing case studies and participating in real life project(s).

The course aims at providing balanced and well-designed training in the principles of digital marketing. The syllabus is a combination of theoretical knowledge and practical skills. By the end of this course, the students will be able to understand the core processes of planning and executing a digital marketing strategy by employing the major online channels.

• The student is able to explain and apply the key terms, definitions and concepts relating to digital marketing.
• The student can analyse and discuss the trends and critical issues brought on by digital technologies and how it affects business.
• The student is able to work in a team, to present work results in written or oral form, to be able to argue decisions.
• The student can understand the measures allowing to evaluate the digital marketing effectiveness.
• The student can build an actionable digital strategy that aligns with organizational goals based on consumer and market insights.