Core Course
MB745 – Digital Marketing
Course Unit Code: MB745
Type Of Unit: Elective
Level of Course Unit: Second cycle
Year of Study: First/second year
Semester: On demand
Number of ECTS Credits: 6
Class Contact Hours: 28
Mode of Delivery
Face to Face
Prerequisites
None
Course Objectives
The objective of this course is for participants to appreciate the strategic importance of digital marketing and to know how to apply this knowledge to build brands and drive sales. After completing this course, participants may wish to register for the Professional Diploma in Digital Marketing by the Digital Marketing Institute (Ireland) http://digitalmarketinginstitute.com/us/ .
Learning Outcomes
- Appreciate how a strategic approach to digital marketing can contribute significantly to the achievement of marketing objectives and to future business success.
- Learn how to set appropriate (digital) marketing objectives and how ‘best practice’ usage of digital channels can contribute to their achievement.
- Develop a good understanding of how offline and online marketing can be best combined for maximum return on investment.
- Be able to look ahead to future developments in digital marketing and plan strategies to survive and prosper in the changing digital world.
Course Content
Course Features
Planned learning activities and teaching methods
Lectures; in-class discussion and debates; in-class exercises; group work, presentations; videos, case studies
Assessment methods and criteria
40% Group Assignment (presented on last teaching day)
10% Participation
50% Multiple choice (MCQ) exam
Language of Instruction
English
Work Placement(s)
Not applicable
Readings
Textbooks:
1. Ryan, D. (2014) Understanding Digital Marketing (3rd ed.) Kogan Page
2. Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice (5th ed.). Pearson.
3. Rowles, D. (2014). Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. Kogan Page
4. Berry, M. & Sinisalu, H. (2015) The Best Of Global Digital Marketing Storybook 2. Best Marketing International
5. Solis, B (2013) What’s the Future of Business?: Changing the Way Businesses Create Experiences, John Wiley
Journals:
Journal of Strategic Marketing, Journal of Marketing, Harvard Business Review. Journal of Direct, Data and Digital Marketing Practice (Palgrave Macmillan)
Online sources:
http://econsultancy.com/uk/blog
http://www.mashable.com
http://www.brandrepublic.com
http://www.iabuk.net
http://moz.com/
Participants taking this course may also wish to register with the DMI (Ireland) so as to be able to complete afterwards their exam for the Professional Diploma in DM.
English (UK) 
Ελληνικά