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Faculty: Economics and Administrative Sciences

Department: Business Administration

Course Code: BUS318

Course Description: Because of the digital revolution, companies are increasingly shifting marketing efforts from traditional media to digital media such as search engines, social media, and mobile. New technologies influence customers and also have an impact on firm performance. It is important for marketing managers to understand digital strategies and familiarize themselves with some of the technologies underlying them. This course is designed to provide an introduction to digital marketing and focuses on the integration of technology and data in every aspect of marketing to enhance customer experience and secure business success through meaningful engagement and connections.

This course aims students to understand why customers and data have become so essential to marketing, how brands can use customer data to market more effectively, how marketers and business owners can take full advantage of authentic content and online connections to build brand presence and foster loyalty and learn primary means to connect and engage with customers in a digital world.

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

• Be familiar with the concepts, theories, and issues in digital marketing
• Familiarize with the key technologies and strategies used by firms in digital advertising
• Understand the key metrics in web and social media analytics
• Develop analytical abilities to understand how digital technology is influencing consumer behavior
• Make independent assessments of the digital marketing strategies of companies
• Develop teamwork, critical thinking, and business communication skills

Who can participate: All undergraduate and postgraduate students in social sciences, business, marketing, humanities, arts, communication, political sciences, philology, and journalism.

Prerequisites: Basic Principles of Marketing Knowledge

Participation Limit: 50 students

Course Materials: eMarketing: The Essential Guide to Marketing in a Digital World, 7th Edition, 2022 (available as a free downloadable PDF, click here)

Recommended Books:

• Sweeney, Benjamin, Digital Marketing QuickStart Guide: The Simplified Beginner’s Guide to Developing a Scalable Online Strategy, Finding Your Customers, and Profitably Growing Your Business. ClydeBank Media LLC, 2022.
• Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8th Edition, Pearson, 2022
• Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition, Que Publishing, 2018

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Introduction to Marketing and Digital Marketing	Online Market Research and Digital Marketing Strategy	Search Engine Optimization (SEO) and User Experience (UX)	Quiz Web Development and eCommerce	Final Exam Content and Social Media Marketing

Online Component

Project Presentations

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 (15%)
• Project Presentation (35%)
• Final Exam (50%)

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