UNIR -Teaching guide - Digital Marketing


UNIR- Universidad Virtual

Type

Mba programs

Location

Europe

Spain

Type

Mba programs

Location

Spain

Digital marketing is an exciting area of marketing practice. In this course, we will cover the what, why, where, to whom and how of major current online and digital marketing approaches. The course will cover the different areas of digital marketing, and so include the marketing mix elements from consumer behavior, digital products, technology aspects, innovation acceptance, online pricing, online distribution, online and digital communication. Success in digital marketing and advertising is based on linking traditional and on-line tools and, subsequently, developing an E-Marketing Plan in order to reinforce the general marketing approach of the firm. We will put special focus on selected specific areas of E-marketing, as effective online presence, content creation and communication interactions as search engine marketing, social media channels and participation in audience interactions. In addition to those specific topics, three key messages are woven throughout the course. First, establish habits for keeping up to date on emerging digital technologies, digital marketing tools and digital advertising relevant to business and to marketing. Second, rise to the challenge of developing strategy to guide tactics. Third, showing the profound digital marketing fundamentals analysis and KPI setting, aiming a proper and effective use of them to improve the ROI. The course provides an in-depth look at marketing from the standpoint of analyzing online campaigns, as well as examining the interplay between emerging technologies and changing consumer behaviors. In this course, social marketing (inclusive of blogs, wikis, and social networks), new media technologies (mobile platforms, gaming), and online measurement and promotion tactics (SEO, advertising metrics) will be explored. A key objective of this course is to give students a comprehensive understanding of how to integrate online marketing and communication with traditional and offline forms of the same.