Core Course
BA431 – Digital Marketing
Course Unit Code: BA431
Type Of Unit: Elective
Level of Course Unit: First Cycle
Year of Study: Fourth year
Semester: On demand
Number of ECTS Credits: 7.5
Class Contact Hours: #
Mode of Delivery
Prerequisites
none
Course Objectives
Learning Outcomes
On completion of this course students are expected to:
CILO 1 Appreciate how a strategic approach to digital marketing can contribute significantly to the achievement of marketing objectives and future business success.
CILO 2 Learn how to set appropriate (digital) marketing objectives and how ‘best practice’ usage of digital channels can contribute to their achievement.
CILO 3 Develop a good understanding of how offline and online marketing can be best combined for maximum return on investment.
CILO 4 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
1. Introduction to the course CILO 1
2. Definitions, history, and development of Digital Marketing CILO 1
3. Planning Digital Marketing Campaigns CILO 1, 2, 3
4. Search Engine Optimization (SEO) CILO 2
5. Paid Search Advertising (Pay Per Click=PPC) CILO 2
6. Online Display Advertising CILO 2
7. Affiliate Marketing CILO 2
8. Social Media (Twitter, Facebook, LinkedIn +++) CILO 6
9. Email Marketing CILO 2
10. Content Marketing CILO 2
11. Mobile Marketing CILO 2
12. Web Analytics CILO 2, 3
13. Integration: putting it all together: (with case studies) CILO 3
14. What’s new? What’s next? CILO 4
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 • Pre-assignment 10%
• Group Assignment (presented on last teaching day) 30%
• Participation 10%
• Individual Assignment 50%
Case Study or Research paper
TOTAL 100%
Language of Instruction English
Work Placement(s) Not applicable
Readings
Textbooks:
Ryan, D. (2014) Understanding Digital Marketing (3rd ed.) Kogan Page
(99+) Understanding Digital Marketing – DAMIAN RYAN & CALVIN JONES | Joseph Htet – Academia.edu
Marjolein Visser Berend Sikkenga Mike Berry (2021) Digital Marketing Fundamentals: From Strategy to ROI (Routledge-Noordhoff International Editions) 2. Edition
Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021)
H2H Marketing: The Genesis of Human-to-Human Marketing
Springer, Heidelberg, New York
Robert A Stokes (2022) eMarketing The Essential Guide to Online Marketing
Book: eMarketing – The Essential Guide to Marketing in a Digital World (Stokes) – Business LibreTexts
Digital Marketing Strategy Planning Template https://www.smartinsights.com/guides/digital-marketing-plan-template/
Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: the future is immersive.
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.smartinsights.com
http://www.mashable.com
http://www.brandrepublic.com
http://www.iabuk.net
http://figarodigital.co.uk
http://www.clickz.com
http://moz.com/
http://www.socialmediaexaminer.com
English (UK) 
Ελληνικά