PRINCIPLES OF DIGITAL MARKETING
- Course
- MRKT213 - PRINCIPLES OF DIGITAL MARKETING
- Department
- Digital Media and Marketing - English - Undergraduate
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 5
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- Assoc. Prof. Dr. Ahmad ALJARAH
- Prerequisite
- -
- Keywords
Course Description
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PRINCIPLES OF DIGITAL MARKETING
Evaluation Tools (Active Term)
| Item | Type | Weight (%) |
|---|---|---|
| Final Exam | Final | 40 |
| Midterm Exam | Midterm | 40 |
| Quiz 1 | Quiz | 10 |
| Qui 2 | Quiz | 10 |
| Total | 100 | |
Course outcomes
No course outcomes have been defined yet.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | General Introduction |
| Week 2 | Introducing digital marketing |
| Week 3 | Online marketplace analysis: micro-environment |
| Week 4 | The digital macro-environment |
| Week 5 | Midterm Exam |
| Week 6 | General Discussion |
| Week 7 | Digital marketing strategy Part 1 |
| Week 8 | Digital marketing strategy Part 2 |
| Week 9 | Digital branding and the marketing mix Part 1 |
| Week 10 | Digital branding and the marketing mix Part 2 |
| Week 11 | Data-driven relationship marketing using digital platforms Part 1 |
| Week 12 | Data-driven relationship marketing using digital platforms Part 2 |
| Week 13 | Delivering the digital customer experience |
| Week 14 | Revision |
| Week 15 | Final Exam |
Reference Books & Course Materials
- 01 Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson.
Learning Outcomes
- L01 Apply data-driven relationship marketing techniques to build and manage customer engagement across digital platforms. SOLO 3
- L01 Explain the micro- and macro-environmental factors shaping the digital marketplace and their implications for marketing decision-making. SOLO 4
- L02 Develop digital marketing strategies that integrate branding and marketing mix elements appropriate to online platforms. SOLO 4
- L04 Design approaches for delivering an effective digital customer experience that align with contemporary digital marketing practices. SOLO 5
Program Outcomes
No program outcomes have been defined.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.