Course Name: Digital Marketing
Credits: 3 ECTS
Lecturer: Müge Örs - Fatimah Khan
This course is about the exciting world of digital marketing. The importance of digital marketing has been outlined by Ryan (2017) as:
"Digital marketing has become the most powerful form of marketing ever known to mankind."
The growth of the Internet, in terms of the number of websites online and the number of people with internet access, is unstoppable. It's estimated that there are more people online today globally than offline. As the potential audience grows, so too does the allure of digital marketing. Digital marketers around the world need to understand new ways of understanding and engaging with their customers who are becoming better informed, better connected, more communicative and more in control than ever.
In this course, we are going to look at how businesses can harness the power of online revolution to connect and engage with their customers successfully. One of the key things to remember is digital marketing is not about understanding the underlying technology, but rather about understanding people, how they are using that technology, and how you can leverage that to engage with them more effectively. Yes, today's marketers have to learn to use technology; but understanding people is the real key to unlocking the potential of digital marketing.
The Impact of This Course on Your CV and Employability: In this course you will be introduced to Digital Garage by Google, which offers a range of digital marketing skills tutorials. Digital Garage courses are approved by industry experts, top entrepreneurs and some of the world's leading employers. On successfully completion of all activities you will be able to receive an accredited certification from Google that can help to enhance your CV, which can also be uploadable to your LinkedIn profile.
Learning Outcomes: This intense digital marketing course will introduce you to the key principles and practices of digital marketing. By the end of this course, you will be able to:
- describe the transition from marketing to digital marketing
- how digital technology is influencing consumer behaviour
- how to assess effectiveness of websites and create compelling web content
- engage consumers through email, mobile and social media marketing
- comprehend what search engine marketing is and how it works
Who can participate: The course is open to undergraduate and graduate students in social sciences, business and marketing, humanities, arts, communication, political sciences, philology and journalism.
Prerequisites: The students have already studied elementary elements of marketing
Course Materials: -
Participation Limit: 20 students
Introduction to and digital marketing and digital campaigns
|Traditional consumer behaviour versus online consumer behaviour|
Assessing the effectiveness of
|Social media marketing|
And Social media marketing tools - Hootsuite
How to analyse social media?
Social Media Plan with calendar.
Digital Marketing Fundamentals
Digital Marketing strategy and development
Campaign planning for digital media
Examining a real case of Hill's digital marketing activities and BENSENO digital agency visit (afternoon)
Closing the final exam