- Java
- Tema
- 1
- Introduction to Digital Marketing: Subject Introduction, Literature : The Basics of Digital Marketing, Introduction to Digital Marketing Strategy
- 2
- Digital Marketing Strategies: Introduction and Basics, Analysis of Patterns and Frameworks; SMART, SWOT, goals. Presentation of the Project and Term Project Themes, Group Breakdown of the Semester Project
- 3
- Barriers to Digital Marketing: Technology in the Digital Age, Human Resources, Budgets & Costing
- 4
- Planning: Effective Strategic Planning; planning models; goals; objectives; strategies; action plans; control; human resources
- 5
- Digital Channels: SEO; PPC ; social networks; e-mail; display; mobile; website etc. Interactivity and communication mix through channels
- 6
- Social Media: Definition; The evolution; The current situation; platform selection; use; Interconnecting science with practice
- 7
- User Experience (UX): Digital Consumer; experiences ; privacy and trust, the factors that influence them; assessing consumer engagement; the essentials for effective experience; the tools used to identify UX. Presentation of social public pages for Term project assignment - Comments by lecturer & students
- 8
- Midterm exam
- 9
- Marketing communication: communication using digital channels; Action and control tactics; RACE planning; Traffic; key aspects and techniques of Traffic; Proper use of mixed communication. Presentation of social public pages for Term project assignment - Comments by lecturer & students Project: Submission of individual paper / essay assignment “Analyzing the elements of digital marketing in a company with online presence”
- 10
- Digital Marketing Plan: Proper planning of digital campaign; types of plans; application of software according to the SOSTAC framework;. Presentation of social public pages for Term project assignment – comments from the lecturer and students
- 11
- Analytics: Metrics and Evaluation: Metrics Framework; measuring/metrics strategies; components of the metrics framework, their focus and application;. Presentation of social public pages for Term project assignment – comments from the lecturer and students.
- 12
- B2B and B2C: Transactions in B2B, B2C, C2C and C2B ; The main types of online presence; core business in digital marketing in the context of transactions; CRM - costumer relationship marketing; customer relationship management in the marketing context; CRM B2B vs B2C basic changes. Presentation of social public pages for Term project assignment – comments from the lecturer and students
- 13
- Online Public Relations: How Communication has changed in Recent Decades; implications for communicators; influencers and audiences; new PR channels; Digital PR and search engines; online influences; key players. Review of Essential Knowledge in the first 8 lectures
- 14
- Strategy presentation: Steps to follow: The Digital Future-What's next?. Review of essential knowledge on remained lectures. Preliminary presentation of 6 groups for the semester project final assignment
- 15
- Termr Project, Public classroom presentation: Finalized Campaigns - 6 groups “Create a campaign or build a public page on one of the Social Networking Platforms” Applying all the knowledge gained.
- 16
- Final Exam