The course aims to develop skills for managing marketing campaigns by leveraging digital media and tools (e.g., Google ads, Facebook ads, web analytics, etc.). The program also considers key principles for business modeling of internet-based business and implications of the so-called "digital transformation". After the course, the student will be able to plan and set up a digital marketing campaign, identify the best tools, practically use Ads platforms, and analyze and interpret web analytics.
Course Prerequisites
Basic notions of marketing, e.g.: market research techniques, customer segmentation and strategic positioning, famous four Ps (Product, Price, Promotion and Place), usual contents of a Marketing Plan. Passion for digitial economy and social media.
Teaching Methods
FLIPPED CLASSROOM! Be careful: this is a ‘flipped classroom course.’ It is a reversal of traditional teaching where students gain first exposure to new material outside of class - before the lecture - via readings or lecture videos (available on the KIRO platform). Then class time is used to do the more challenging work of assimilating knowledge through interactive sessions only, such as problem-solving, discussion, debates, and exercises. There will not be traditional lectures. Practical usage of web marketing platforms - i.e., Google, and Facebook Ads - as teamwork is a key part of the program for attendees students. Non-attenders can prepare for the exam by referring to the book and the readings assigned for each lecture and available on the KIRO platform.
Assessment Methods
According to the flipped method, learning assessment for attendees is based on: - individual contribution to classroom debate (30%); - outcomes of interactive exercises: individual (20%) and teamwork (50%).
Non-attenders: - Written exam (one hour long).
Detailed information on teamwork and individual activities will be discussed during the first lecture in class and will be uploaded on KIRO after class.
Texts
Readings and videos that students shall read or watch to prepare for classes will be uploaded on the KIRO platform at least one week before the related lecture. Lecture slides and similar material will then be made available on KIRO after the lecture. Exam material is everything you can find on KIRO. Students can also refer to the book “Digital Marketing: Strategy, Implementation and Practice” authored by Chaffey and Ellis-Chadwick and published by Pearson (strongly suggested for non-attenders).
Contents
The course covers the following topics: - Intro to Digital Business Models and Digital Transformation; - Marketing and digital marketing basics: offline vs online; - Customer Journey, User Experience and Multi-channel strategy; - Content Management, SEO & SEM; - Digital marketing tools; - AI marketing, - Social Media marketing; - Digital advertising (Facebook, Google Ads, etc.); - Analytics (set goals, metrics, KPI, etc.).
