DMCS3150 Introduction to Digital Marketing (6 cr)

This Introduction to Digital Marketing course integrates strategic marketing with creative use of digital marketing tools and offers comprehensive, practical guidance on how organisations can get the most out of digital technologies to achieve their marketing goals. This course provides a holistic introduction to commonly used digital marketing platforms including Websites, Search Engine Advertising, Search Engine Optimization, Display Advertising, Social media, Mobile Marketing, Content Marketing and e-Mail Marketing.

Connection of Course Contents to UN Sustainable Development Goals: no 8.

Achieve higher levels of economic productivity through diversification, technological upgrading and innovation

Content:
Content can be divided under these headings: Websites, Search Engine Advertising, Search Engine Optimization, Display Advertising, Social media, Mobile Marketing, Content Marketing and E-mail Marketing

After completion of the course the student is able to:

1. Complete a comprehensive Situation Analysis to base digital marketing planning activities on

2. Understand the characteristics, opportunities and challenges of various digital marketing channels

3. Create Buyer Personas that can be utilised to support the sales function of your organisation as well as guide their Content creation

4. Conduct a website User Experience (UX) study and convert results into realistic website improvement suggestions

5. Appreciate how digital marketing should be integrated into the overall marketing objectives of the organisation

Notes about assessment:

Open peer review of work where the names of the participants are known (i.e. NOT anonymous) form part of the assessment.

We participate in the Digital Marketing Master Plan assignment where the Digital Marketing plans is divided across several taught courses:

Introduction to Digital Marketing YMAS3150

Managing Customer Relationships YMAS2160

Digital Marketing Communication YMAS3120

Digital Marketing in Action YMAS3140

Digital Interaction YCCS3110

We participate in the Digital Marketing Master Plan assignment where the Digital Marketing plans is divided across several taught courses:

Introduction to Digital Marketing YMAS3150

Managing Customer Relationships YMAS2160

Digital Marketing Communication YMAS3120

Digital Marketing in Action YMAS3140

Digital Interaction YCCS3110

Articles and other supplementary material provided by the instructor.