Digital Marketing

As a master’s course unit, it is important to bear in mind the knowledge taught in the Marketing and International Business degree.

Classes are taught with the support of digital cloud content whose content is shared
by all enrolled students. The development of practical work is carried out on the web, on social networks and using “mobile” development platforms in the construction of “apps”. Teaching is theoretical-practical and based on simulated, leading the student to the integration into the working world. Analytical simulation allows the student to assess whether the content developed on different platforms had the desired reach and visibility.

Goals:

The creation of an online presence is crucial for the survival, existence, and consistent growth of a company, whether micro, small, medium, or large. The dissemination of information, its techniques, and means represent the selection by the user if he will be a future customer/consumer. In this way, the ranking in search engines determines the positioning in the “eyes” of the customer in the digital economy. The launch of events, products, and/or
services is based on advertising tools, whether on the corporate website or on social networks. Or even closer to the customer using “apps” on mobile platforms. The development of an analytical capacity to strategically plan, develop and implement the different information dissemination channels represents the success of a marketing plan. Analytical knowledge of the customer’s profile thus allows for innovation, creating new products and services in cooperation that respond rationally and emotionally to the expectations, desires, and wishes of a satisfied and often surprised consumer. The cultural adaptation in the communication with the client, and the positioning partnerships in international markets are factors of impact on the business growth. The integration of this “know-how” in a development project
of an online campaign makes it possible to train students to adapt to the new realities of the digital economy.

Skills:

Knowing how to develop an online presence using different digital channels, in different perspectives, B2C and B2B.

Use different SEO – Search Engine Optimization tools in order to optimize and increase the online visibility of the developed content,
Plan and develop digital content for social networks through an integrative platform.

Plan and structure content for mobile applications.

Knowing how to identify the main metrics of digital marketing management in the different digital channels.

1-Introduction to Digital Marketing, from Traditional to Digital.

2- Develop an online presence. The B2C and B2B perspective.

3- Search engines, how to optimize.

4- Online advertising.

5- Marketing in social media.

6- Marketing for mobile platforms.

7- Content Marketing.

8- Analytics in Digital Marketing.

9- Project – planning and development of a campaign in the digital market.

NAO

1. Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Edition, Simon Kingsnorth, 2022, Kogan Page, ISBN-13: 978-1398605978
2. Marketing Management, 16th Editions, Philip Kotler,Kevin Lane Keller, Alexander Chernev,, Pearson; 16th edition (April 2, 2021) ISBN-13: 9780135887158
3. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd Edition, Chuck Hemann, Ken Burbary,2018, Que Publishing, ISBN-13: 978-0789759603
4. Outside-In Marketing: Using Big Data to Guide your Content Marketing,James Mathewson,Mike Moran,2016,IBM Press ISBN-13: 978-0133375565
5. E-Commerce 2021_Business, Technology, and Society, 16th Edition, Kenneth C. Laudon and Carol Guercio Traver, July 27th, 2021, ISBN: 9781292343167
6. Digital Business and E-Commerce Management 7th Edition, by Dave Chaffey (Author), Tanya Hemphill (Author), David Edmundson-Bird (Author), Pearson; 7 edition (June 13, 2019), ISBN-13: 978-1292193335
7. Growth Iq, Master The 10 Paths To Grow Your Business de Tiffani Bova, 2018, Editor: Pan MacMillan, ISBN: 9781529004670
8. The Digital Transformation Playbook: Rethink Your Business for the Digital Age, Columbia Business School Publishing (April 5, 2016), ISBN-13: 978-0231175449
9. Management Information Systems: Managing the Digital Firm, 16th edition, Kenneth C. Laudon, Jane P. Laudon, Published by Pearson (March 13th, 2019), ISBN-13: 9780135191798