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 it’s foundations in direct marketing and relationship marketing.
The first part of the course focuses on the digital marketing strategy development and 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).
Two-thirds of the course is concentrated on digital marketing. 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. Learning to understand customers and how marketers are connecting with them to achieve measurable results. The course will pay particular attention to:
•web property analysis (strategy, design, and navigation), including SEO
•social media marketing,- choosing the right tool and measuring success
•web advertising; web analytics (Google TM and others) – leveraging business marketing intelligence
•e-commerce and web business models – customer acquisition and conversion
•case based learning – Consumer and B2B
•digital marketing’s relationship to entrepreneurship