Topics in Digital Marketing

General

• Code: Β06
• Semester: Κατ/νσης Χειμ Εξάμηνο
• Study Level: Undergraduate
• Course type: Specialization
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Lectures and Practice/Exercises (3)
• ECTS Units: 5
• Course homepage: https://elearning.cm.ihu.gr/course/view.php?id=790
• Instructors: Tsourela Maria

Course Contents

• Content and digital content marketing strategy.
• Use of alternative content sources,.
• Content formats.
• Content and purchase paths.
• Storytelling.
• Tailoring content to each channel.
• Content management.
• Building trust in digital media.
• Parallel use of multiple communication channels.
• Sales, customer service.
• Customer experience.

Educational Goals

The course is a specialization of the core courses digital marketing and a continuation of the elective course digital communication media. Its main goal is the most comprehensive approach to contact with the customer through the widest set of digital channels. The subject matter of the course includes use of alternative content sources, content formats, content and purchase paths, storytelling, content management, creating trust in digital media, parallel use of multiple communication channels, sales, customer service (multi- & omni-channel), customer experience (customer experience).

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

• Recognize the formats and process of creating digital content for different media.
• Distinguish the particularities of the different channels of communication, sales, customer service.
• Appreciate the concept of trust and ways of strengthening it in a digital environment.
• Put together a comprehensive and coordinated strategy and action plan.

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. Βλαχοπούλου Μ. και Δημητριάδης Σ. (2014). Ηλεκτρονικό Επιχειρείν και Μάρκετινγκ, Εκδόσεις Rosili.
2. Social Media Marketing – Μάρκετινγκ με μέσα κοινωνική Δικτύωσης, Συγγραφέας: Tracy L. Tuten, Michael R. Solomon, Μεταφραστής: Μαρία Κωνσταντοπούλου, Εκδόσεις Δίαυλος, 2016.

Related Research Journals

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