DIGITAL MARKETING

The emergence of the Internet and other new forms of information and communication technology has changed business environments and the practice of marketing dramatically. The choice to conduct business online surpasses the mere choice of which communications channels to deploy. To fully benefit from its potential, companies must consider the usage of digital communication and interaction channels from the very development of their marketing strategy. In this course, a comprehensive overview of the practice of digital or e-marketing is offered, tackling issues as the development of an Internet marketing strategy, an Internet marketing plan and the tactical configuration comprised in the online marketing mix.

Given the importance of the digital communication channels for marketing promotion, special attention is devoted to an overview of the advertising instruments at the disposal of a digital marketing manager. Finally, a special topics session will delve into mobile marketing and Internet marketing for B2B companies.

In detail, the course sessions are organized as follows:

Session 1 : The Internet Marketing Environment (Chapters 1-3)
- The Internet (R)Evolution
- The Internet macro-environment
- The Internet micro-environment
- Case study: Hubpost: Inbound Marketing and Web 2.0

Session 2 : Developing an Internet Marketing Strategy and an Internet Marketing Plan (Chapters 4 & 5)
- Internet Marketing Research
- Online Consumer Behavior
- Developing an Online STP Strategy
- Internet Marketing Strategy
- Internet Marketing Mix
- Product Strategy
- Price Strategy
- Distribution Strategy
- Promotion Strategy

Session 3 : E-CRM and the Online Customer Experience (Chapters 6 & 7)

Session 4 : Digital Communication Channels
- Overview of the Internet Promotion Mix
- Case study: Online Marketing at Big Skinny

Session 5 : Special Topics
- Mobile Marketing : the future of Internet Marketing ?
- B2B versus B2C Internet Marketing

Session 6 : Student presentations