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Faculty: Economics and Administrative Sciences

Department: Business Administration

Course Code: BUS318

Course Description: As technology continues to evolve at a rapid pace, businesses are increasingly shifting online to gain a competitive edge. In today’s digital age, understanding digital marketing is essential for business success. This course offers a comprehensive and practical understanding of digital marketing strategies, tools, applications, and trends, with a focus on using digital technology to create value for businesses. Through this course, students will gain a comprehensive understanding of digital marketing fundamentals and their role in modern business. They will also develop hands-on experience in building websites, creating engaging content, and crafting effective digital marketing strategies aligned with business goals. Furthermore, they will learn to optimize marketing campaigns for greater visibility, higher engagement, and increased conversions.

Learning Outcomes: Upon successfully completing the course, students will be able to;

• Apply digital marketing strategies to enhance business growth.
• Analyze the digital marketing strategies employed by companies
• Conduct effective keyword research and optimize website content for search engines.
• Utilize SEO, SEM, and social media marketing to drive traffic and customer engagement.
• Develop and execute a data-driven digital marketing plan tailored to business objectives.
• Measure campaign performance, improve marketing initiatives, and use analytical tools.
• Understand the fundamentals of web technologies and their role in digital marketing success.
• Gain an understanding of the concepts and challenges in digital marketing.

Who can participate: Students interested in marketing at the undergraduate and graduate levels.

Prerequisites: –

Participation Limit: 50 students

Course Materials: Readings and lecture notes will be shared during the course.

Recommended Books:

• Philip Kotler, Hermawan Kartajaya,Hemawan Setıawan, Marketing 6.0: The Future Is Immersive, Wiley,2023
• Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing,8th edition, Pearson,2022

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Fundamentals of Marketing and Digital Marketing	Fundamentals of  Marketing and Digital Marketing	Search Engine Optimization Quiz	Social Media Marketing and Content Marketing	Marketing Automation & AI in Digital Marketing Final Exam

Online Component

The project presentations will be conducted online.

Online Component Description: During the physical mobility, you will be assigned to work on “Benchmarketing“, comparing performance against industry best practices to identify areas of improvement. You will present the outcome of your study during virtual mobility.

Assessment and Evaluation:

• Quiz (20%)
• Project Presentation (40%)
• Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)