Course Objectives: |
The aim of this course is to teach students the concept of digital marketing. This course covers the largest digital platforms: mobile, social media, search engine (paid and organic). Students will learn how to use email, SMS text, paid and organic search, mobile (QR code, apps, local, geographical), WordPress, YouTube, Pinterest, Linkedin, Facebook and Twitter more effectively. Students will learn how to create and manage a paid search advertising campaign using Google Adwords. |
Course Content: |
Channel planning; e-mail marketing; digital display; social media; organic search (SEO); paid search (SEM); content marketing; digital marketing analytics and return on investment (ROI); digital campaigns; lead generation; web presence; landing pages; mobile marketing; creating strategies in digital platforms. |
Week |
Subject |
Related Preparation |
1) |
• Introduction to course objectives.
• Explain subscription to digital publications & blogging.
• Explain special considerations in segmentation, consumer behavior in digital.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
2) |
• Understand basics tenets of direct marketing: Target, List, Offer; Testing.
• Explain the e-commerce.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
3) |
• Explain search engine optimization (SEO) tools and techniques |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
4) |
• Explain search engine optimization (SEO) tools and techniques: need to maximize free vs. paid (Continued). |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
5) |
• Learn Google Adwords. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
6) |
• Learn Google Adwords (Continued). |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
7) |
midterm exam |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
8) |
• Explain Social Media 101: how to develop a powerful content
management strategy.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
9) |
• Explain Social Media 101: how to develop a powerful content
management strategy (Continued).
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
10) |
• Explain Facebook, Twitter and Pinterest, Google Plus. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
11) |
• Explain behavioral targeting.
• Learn about ads in LinkedIn, Facebook, Twitter.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
12) |
• Explain mobile marketing. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
13) |
• Explain mobile commerce.
• Explain mobile marketing app creation and emulators.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
14) |
• Case studies. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
15) |
final exam |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
|
Program Outcomes |
Level of Contribution |
1) |
Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources. |
|
2) |
Use of advanced theoretical and practical knowledge within the field.
-Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. |
|
3) |
- Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field.
- Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data.
-Organize and implement project and activities for social environment with a sense of social responsibility.
-Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level.
-Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level softwar |
|
4) |
-Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach.
-Determine learning needs and direct the learning.
-Develop positive attitude towards lifelong learning. |
|
5) |
Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field.
- Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. |
|
6) |
Conduct studies at an advanced level in the field independently.
- Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field.
- Planning and managing activities towards the development of subordinates in the framework of a project. |
|