Digital Marketing

General

• Code: 703
• Semester: 7th
• Study Level: Undergraduate
• Course type: Special Background
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Lectures and Practice/Exercises (4)
• ECTS Units: 5
• Course homepage: https://elearning.cm.ihu.gr/course/view.php?id=961
• Instructors: Tsourela Maria
• Class Schedule:
  • Thu 09:00 - 12:00: Αμφιθέατρο 2

Course Contents

• The digital environment and the digital marketing.
• Consumer behavior in the digital age.
• Market research and information management.
• Strategic planning of digital business action.
• Innovative business models and marketing.
• Value creation: products, services, content.
• Multi-channel distribution and sales.
• Communication-projection in the digital environment.
• The Basics of Social Media Marketing.
• Social Media Marketing Strategy.
• Network Structure and the Influence of Groups in Social Media.
• Social Data Management and Metrics.

Educational Goals

The course is a basic course in the concepts of e-marketing and social media marketing. The course material aims to introduce and expose students to the basic concepts of e-marketing, the connection of e-marketing and social media marketing with marketing strategy, the recognition of differences between traditional and digital marketing. It includes topics on Search Engine Optimization, Web Analytics, Social Media Marketing, media processing, interactive media technologies as well as an introduction to virtual and augmented reality with applications in Marketing.

Finally, the aim of the course is to clarify the roles of consumers and competitors in the internet electronic market. Market and product strategies are analyzed to create a strong digital presence and the importance of properly planning, developing and maintaining a digital site is recognized.

Upon successful completion of this module, the student will be able to:

• Identify the current and major practices of Digital Marketing and Social Media Marketing.
• Analyze, plan, execute and evaluate a digital marketing strategy.
• Distinguish and support the processes of communication channels used when engaging in digital communities.
• Identify the basic tools used in Digital Marketing and Social Media Marketing.
• Distinguish between different types of media.
• Identify virtual and augmented reality technologies.
• Distinguish consumer personas, define marketing objectives and conduct a situational analysis as part of digital marketing planning.
• Develop digital marketing strategies based on online value propositions and market/product development.
• Consider digital media to create an online presence.
• Recognize the value of interactive marketing communication, marketing through search engines.

General Skills

to be filled

Teaching Methods

• Face to face.

Use of ICT means

• Online guidance.
• Slides Projection in the classroom.
• Use of E-mail and onlne communication systems.
• Use of e-learning system (moodle).

Teaching Organization

Students Evaluation

to be filled

Recommended Bibliography

1. E-Marketing – Μάρκετινγκ Στο Διαδίκτυο, Σιώμκος, Γεώργιος Ι. , Τσιάμης, Ιωάννης, Εκδόσεις: Λιβάνης – Νέα Σύνορα, 2017.
2. Ηλεκτρονικό Επιχειρείν και Μάρκετινγκ, Βλαχοπούλου Μάρω , Δημητριάδης Σέργιος, Εκδόσεις Rosili, 2014.
3. Οδηγός Social Media Marketing, Μαναριώτη Αγάπη, Εκδόσεις Rosili, 2019.
4. Social Media Marketing – Μάρκετινγκ με μέσα κοινωνική Δικτύωσης, Συγγραφέας: Tracy L. Tuten, Michael R. Solomon, Μεταφραστής: Μαρία
5. Κωνσταντοπούλου, Εκδόσεις Δίαυλος, 2016.

Related Research Journals

1. International Journal of Internet Marketing and Advertising.
2. International Journal of Interactive Multimedia and Artificial Intelligence.
3. Journal of Interactive Marketing.