Description: The course examines digital marketing strategy, implementation and executional considerations for business to business and business to customer's brands and provides a detailed understanding of all digital channels and platforms. The aim of this course is to provide students with knowledge of the business advantages of digital marketing and its importance for marketing success; to develop a digital marketing plan; to conduct a SWOT analysis; to define a target group; to get introduced to various digital channels, their advantages and ways of integration; how to integrate different digital media and create marketing content; how to optimize a Web site and SEO optimization; how to create Google AdWords campaigns; social media planning; how to do display and video advertising; to acquire basic knowledge of Google Analytics for measuring effects of digital marketing and getting insight of future trends that will affect the future development of the digital marketing. The application of the gained knowledge, skills and competences will help future managers in n developing a digital marketing plan in order to efficiently manage performance. Letter grade only.
No sections currently offered.
Prerequisite: Graduate Status