Course objectives are to:
• Analyze the digital marketing landscape and describe the opportunities and the available tools for marketing activities in the digital world.
• Reveal the relationship between traditional marketing and digital marketing activities.
• Analyze the most important models of digital marketing.
• Describe mobile marketing as a special case of digital marketing.
• Provide the opportunity for the design of an online store.
Learning outcomes:
• Understand the differences and the opportunities of digital marketing.
• Understand the differences and the opportunities of mobile marketing.
• Understand the buying behavior of the online customers.
• Understand the characteristics of digital marketing models.
• Be able to analyze and interpret web traffic.
• Be able to design an online store (with the use of an e-commerce-platform).
Course content:
• Marketing and the Internet
• The Electronic Consumer: characteristics and buying behavior
• The Digital Marketing Mix
• Surveying for Digital Marketing
• Managing Products/ Brands in the Digital Environment
• Communicating Value in the Digital Environment
• Online Marketing Strategies
• Search Engine Optimization & Web Analytics
• Mobile marketing
• Special and current issues of digital marketing
- Teacher: Elli Vlachopoulou