Credits: 6
Schedule: 18.02.2019 - 08.03.2019
Learning Outcomes (valid 01.08.2018-31.07.2020):
Learning outcomes for this course, upon successful completion, include the ability to:
1) understand and apply digital marketing principles and practices to grow revenues and satisfy customers, 2) plan and execute digital marketing strategies in the global marketplace, 3) demonstrate digital marketing techniques to create differentiated service value and to measure the impact this has on attracting and retaining customers, and 4) apply the appropriate balance of technology and marketing strategy when managing customer relationships in digital environments.
Content (valid 01.08.2018-31.07.2020):
This course is a dynamic introduction to the impact of advancing digital business technologies on customers, markets, industries and business models. Both theoretical and practical implications of the digital marketing manager’s role are addressed to help students develop the strategic perspective and practical skills necessary for effectively navigating the new frontiers being opened every day in marketing via the Internet and other electronic venues.