PRINCIPLES OF DIGITAL MARKETING

Course Description

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PRINCIPLES OF DIGITAL MARKETING

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson.

Learning Outcomes

1. L01 Apply data-driven relationship marketing techniques to build and manage customer engagement across digital platforms. SOLO 3
2. L01 Explain the micro- and macro-environmental factors shaping the digital marketplace and their implications for marketing decision-making. SOLO 4
3. L02 Develop digital marketing strategies that integrate branding and marketing mix elements appropriate to online platforms. SOLO 4
4. L04 Design approaches for delivering an effective digital customer experience that align with contemporary digital marketing practices. SOLO 5

Program Outcomes

1. P01 Apply data science principles and techniques to challenges in real life situations, and effectively communicate their solutions.
2. P02 Identify and implement data analysis methodologies based on theoretical ideas, ethical code, and in-depth knowledge of the underlying data.
3. P03 Analyze the guiding concepts and assessment procedures for information analysis in real-life applications.
4. P04 Design and apply relevant data analysis models to find obscure solutions to business-related problems.
5. P05 Utilize modern computing techniques to handle real-world problems characterized by massive amounts of data, such as parallel and distributed computing and machine learning.
6. P06 Configure and administer the software tools required to efficiently produce usable information from any size of structured and unstructured datasets.
7. P07 Administer or manage data science tools and techniques to organize and complete projects aimed at gaining useful insight from complex data.
8. P08 Think critically and imaginatively, conceiving real-world issues from several angles, and work well in a variety of teams to solve issues cooperatively.
9. P09 Be able to effectively integrate data‐based solutions into the user environment and help non-technical professionals in exploring, visualizing, and using these solutions
10. P10 Understand their obligations under professional and ethical standards in relation to matters like data ownership and citation, data security and sensitivity and the privacy implications of data analysis.

Po-Lo Matrix