Digital Marketing Strategies
| Course Code | MKTG-747 |
|---|---|
| Lecture hours per week | 3 |
| Lab hours per week | 0 |
| Course Availability | Open |
| Description | This course focuses on those digital marketing strategies which are widely regarded as key to effectively communicating with today’s online customers. Digital marketing, as examined in this course, is based on the imperatives of ubiquitous access, consumer engagement and the democratization of media. The course concentrates on three interrelated components, digital marketing and its foundations in direct marketing (e-commerce) and relationship marketing. The first part of the course focuses on the history, foundation and application of direct marketing campaigns, with particular emphasis on the creation and utilization of customer databases. Additionally, students learn how to create an organization-wide customer-centric approach to the marketplace along with specific strategies for building long-term relationships with customers (customer lifetime value). The remainder of the course focuses on digital marketing and e-commerce. Students learn how to develop a digital marketing strategy; use digital marketing tools, acquire implementation skills in the form of an introduction to digital project management and practice how to present their ideas and plans. They will also learn how to understand online consumer behavior and how to use digital marketing tactics to achieve measurable business results. Key topics include:
Key learning outcomes
Prerequisites
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