Digital marketing is dramatically changing how customers search for information, purchase products and services, and interact and influence each other. With the advent of digital technologies, firms have unprecedented access to rich customer data and unique insights into the customers’ decision journey. A key challenge for marketers, however, is to understand how to best use digital marketing to reach and engage customers in order to create and claim value for the firm's key stakeholders. This course teaches students how digital marketing works and helps them acquire crucial skills for more effective marketing in the digital age.
Course description for study year 2022-2023. Please note that changes may occur.
This course covers a wide range of key topics in Digital Marketing, including Web Design, Analytics, SEO (on-site as well as off-site), Paid Search Marketing, Display Advertising, Email Marketing, Social Media, and Digital Strategy, amongst others. In addition to theoretical knowledge, students will also be exposed to practical skills and practice numerous techniques in digital marketing throughout the semester. This course will educate students for a world where, according to a 2018 McKinsey and Company report, almost 60% of new marketing jobs are in the field of Digital Marketing.
Upon completion of the course, the student should be able to:
understand and identify trends in digital marketing at a local and international level.
formulate and design plans for the development and/or improvement of digital marketing efforts in a company.
evaluate, criticise, and revise the digital marketing techniques and strategies used by companies.
apply theoretical knowledge to initiate/improve a company's digital marketing efforts.
Required prerequisite knowledge
In-class exam and Portfolio (group)
Form of assessment
The portfolio comprises written assignments in groups and an in-class presentation in groups.Students failing the portfolio evaluation will be granted the opportunity of taking a deferred exam. This exam will take the form of new written individual assignments.
Presentations, Attendance 70%
70% attendance at all mandatory sessions starting from week 1 of teaching.
In order to take the exams, the students must meet all coursework requirements.