DIGITAL MARKETING
- Course
- MRKN504 - DIGITAL MARKETING
- Department
- Marketing Management - English - Master
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 0
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
- Keywords
- -
Course Description
-
DIGITAL MARKETING
Evaluation Tools (Active Term)
No evaluation items have been defined.
Course outcomes
- 01 Describe the basic concepts and conceptual classifications of digital marketing
- 02 Analyse the micro-environment and marketplace
- 03 Explain the impact of macro-environment on digital marketing
- 04 Elaborating Digital marketing strategy and channel strategy management .
- 05 Explain the impact of marketing mix on digital marketing
- 06 Discuss the impact of social media on digital marketing
- 07 Explain the fundamental factors regarding to digital marketing planning
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction and Course Overview |
| Week 2 | Ch 1 - Introducing digital marketing |
| Week 3 | Ch 2 - Online marketplace analysis: micro-environment |
| Week 4 | Ch 3 - The digital macro-environment |
| Week 5 | Ch 4 - Digital marketing strategy |
| Week 6 | Ch 5 - Digital media and the marketing mix |
| Week 7 | Ch 6 - Implementation is the key |
| Week 8 | Midterm Examination |
| Week 9 | Ch 7 - Relationship marketing using digital platforms |
| Week 10 | Ch 8 - Delivering the digital customer experience |
| Week 11 | Presentations |
| Week 12 | Presentations |
| Week 13 | Presentations |
| Week 14 | Presentations |
| Week 15 | Presentations |
Reference Books & Course Materials
- 01 Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Pearson UK.
- 02 Articles related to the subject
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
- P01 PO1 Been able to demonstrate their learned skills and knowledge regarding business related issues and research which they can use continuously in their personal and business life.
- P02 PO2 Obtained theoretical and practical information from the courses that allowed students to learn and work independently.
- P03 PO3 Been ensured that they learnt by increasing their level of knowledge and skills which are necessary in their field.
- P04 PO4 Increased their creativity and analytical thinking and developed crucial skills which are needed to be applied both in their studies, research, and future careers.
- P05 PO5 Adopted and implemented ethical principles and moral values regarding the use of technology in their studies and professional lives by creating an awareness on using the technological imperatives.
- P06 PO6 Designed their theoretical and practical knowledge in a way that they could make use of in a collaborative usage and various working contexts.
- P07 PO7 Enrolled in intercultural or international projects which could provide opportunities to develop their skills and implement them successfully in their studies, research and future careers.
- P08 PO8 Improved their communication skills successfully and been able to implement them in various international education, research and work context by increasing their social capital.
- P09 PO9 Been able to implement their learnt knowledge and research skills into practice through scenarios, case studies, empirical articles and real-life observations.
- P10 PO10 Created awareness and developed ethical undertaking by incorporating the learnt theories with environmental approaches to be further implemented into their research and careers.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.