{"id":7186,"date":"2023-06-08T10:33:37","date_gmt":"2023-06-08T07:33:37","guid":{"rendered":"https:\/\/www.uol.ac.cy\/?post_type=courses&#038;p=7186"},"modified":"2024-10-15T16:40:42","modified_gmt":"2024-10-15T13:40:42","slug":"mb745-digital-marketing-2","status":"publish","type":"courses","link":"https:\/\/www.uol.ac.cy\/en\/courses\/mb745-digital-marketing-2\/","title":{"rendered":"MB745 &#8211; Digital Marketing"},"content":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-7186","courses","type-courses","status-publish","hentry"],"acf":[],"spectra_custom_meta":{"_last_editor_used_jetpack":["block-editor"],"_edit_lock":["1728999980:17"],"_edit_last":["17"],"c_course_main_title":["Master of Science in Green and Digital Management"],"_c_course_main_title":["field_6447c49f617d3"],"c_course_unit_title":["Digital Marketing"],"_c_course_unit_title":["field_6447c246335b9"],"course_unit_code":["MB745"],"_course_unit_code":["field_63f6047058b75"],"type_of_unit":["Elective"],"_type_of_unit":["field_63f6047758b76"],"level_of_course_unit":["Second cycle"],"_level_of_course_unit":["field_63f6047c58b77"],"year_of_study":["First\/second year"],"_year_of_study":["field_63f6048558b78"],"semester":["On demand"],"_semester":["field_63f6049158b79"],"number_of_ects_credits":["6"],"_number_of_ects_credits":["field_63f6049b58b7a"],"class_contact_hours":["28"],"_class_contact_hours":["field_63f604a358b7b"],"course_unit_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\/ ."],"_course_unit_objectives":["field_63f606bd0ec15"],"c_learning_outcomes":["The students completing the course should be able to:"],"_c_learning_outcomes":["field_63f607e69bd76"],"c_learning_outcomes_description":["<ul>\r\n \t<li>Appreciate how a strategic approach to digital marketing can contribute significantly to the achievement of marketing objectives and to future business success.<\/li>\r\n \t<li>Learn how to set appropriate (digital) marketing objectives and how 'best practice' usage of digital channels can contribute to their achievement.<\/li>\r\n \t<li>Develop a good understanding of how offline and online marketing can be best combined for maximum return on investment.<\/li>\r\n \t<li>Be able to look ahead to future developments in digital marketing and plan strategies to survive and prosper in the changing digital world.<\/li>\r\n<\/ul>"],"_c_learning_outcomes_description":["field_63f607f99bd77"],"c_mode_of_delivery":["Mode of Delivery"],"_c_mode_of_delivery":["field_6447c76184617"],"c_prerequisites":["None"],"_c_prerequisites":["field_6447c76c84618"],"c_course_content":["<ol>\r\n \t<li>Introduction to the course<\/li>\r\n \t<li>Definitions, history and development of Digital Marketing<\/li>\r\n \t<li>Planning Digital Marketing Campaigns<\/li>\r\n \t<li>Search Engine Optimization (SEO)<\/li>\r\n \t<li>Paid Search Advertising (Pay Per Click=PPC)<\/li>\r\n \t<li>Online Display Advertising<\/li>\r\n \t<li>Affiliate Marketing<\/li>\r\n \t<li>Social Media (Twitter, Facebook, LinkedIn +++)<\/li>\r\n \t<li>Email Marketing<\/li>\r\n \t<li>Content Marketing<\/li>\r\n \t<li>Mobile Marketing<\/li>\r\n \t<li>Web Analytics<\/li>\r\n \t<li>Integration: putting it all together: (with case studies)<\/li>\r\n \t<li>What's new? What's next?<\/li>\r\n<\/ol>"],"_c_course_content":["field_63f608209bd78"],"c_truefalse":["0"],"_c_truefalse":["field_6447c80f84619"],"c_readings_0_c_readings_1st_row":["<strong>Textbooks:<\/strong>\r\n\r\n1. Ryan, D. (2014) Understanding Digital Marketing (3rd ed.) Kogan Page\r\n\r\n2. Chaffey, D. &amp; Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice (5th ed.). Pearson.\r\n\r\n3. Rowles, D. (2014). Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. Kogan Page\r\n\r\n4. Berry, M. &amp; Sinisalu, H. (2015) The Best Of Global Digital Marketing Storybook 2. Best Marketing International\r\n\r\n5. Solis, B (2013) What's the Future of Business?: Changing the Way Businesses Create Experiences, John Wiley"],"_c_readings_0_c_readings_1st_row":["field_6447d03051789"],"c_readings_0_c_readings_2st_row":["<strong>Journals:<\/strong>\r\n\r\n6. Journal of Strategic Marketing, Journal of Marketing, Harvard Business Review. Journal of Direct, Data and Digital Marketing Practice (Palgrave Macmillan)\r\n\r\n<strong>Online sources:<\/strong>\r\n\r\n&nbsp;\r\n\r\n<strong>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.<\/strong>"],"_c_readings_0_c_readings_2st_row":["field_6447d0425178a"],"c_readings":["1"],"_c_readings":["field_6447d00351788"],"_seopress_redirections_type":["301"],"_seopress_redirections_logged_status":["both"],"site-sidebar-layout":["default"],"site-content-layout":["default"],"theme-transparent-header-meta":["default"],"_seopress_analysis_target_kw":[""],"_eael_post_view_count":["2874"],"_uag_custom_page_level_css":[""],"ast-site-content-layout":["default"],"stick-header-meta":["default"],"_wpml_word_count":["{\"total\":424,\"to_translate\":{\"el\":424}}"],"_wpml_media_duplicate":["1"],"_wpml_media_featured":["1"],"classic-editor-remember":["classic-editor"],"_wp_page_template":["default"],"English_Course":["a:1:{i:0;s:7:\"English\";}"],"_English_Course":["field_664a7ab2b54a8"],"greek_course":[""],"_greek_course":["field_664afc80bfc9b"],"yesno":["1"],"_yesno":["field_6648f406b6def"],"core_en_and_gr":["Core Course"],"_core_en_and_gr":["field_664c54e2559a3"],"Teacher\u2019s_name":["#"],"_Teacher\u2019s_name":["field_6647979a4a918"],"Course_Unit_Objectives_new":["#"],"_Course_Unit_Objectives_new":["field_664c5c2365623"],"Learning_Outcomes_select":["Learning Outcomes"],"_Learning_Outcomes_select":["field_63f607e69bd76"],"Select_mode_of_delivery_language":["Face to Face"],"_Select_mode_of_delivery_language":["field_66546dc27e3f7"],"select_from_Prerequisites_language":["Prerequisites"],"_select_from_Prerequisites_language":["field_6447c76c84618"],"Prerequisites":["None"],"_Prerequisites":["field_664a8078df416"],"Course_Content":["Course Content"],"_Course_Content":["field_664892bc7a322"],"add_course_content":[""],"_add_course_content":["field_664a842c9b2b8"],"Features":["Course Features"],"_Features":["field_664a88b548af2"],"add_course_feautres":["<strong>Planned learning activities and teaching methods<\/strong>\r\nLectures; in-class discussion and debates; in-class exercises; group work, presentations; videos, case studies.\r\n\r\n<strong>Assessment methods and criteria<\/strong>\r\n40% Group Assignment (presented on last teaching day)\r\n10% Participation\r\n50% Multiple choice (MCQ) exam\r\n100% TOTAL\r\n\r\n<strong>Language of Instruction<\/strong>\r\nEnglish\r\n\r\n<strong>Work Placement(s)<\/strong>\r\nNot applicable"],"_add_course_feautres":["field_664a89441aacf"],"read_choice_lang":["Readings"],"_read_choice_lang":["field_664a8c0bc9898"],"feature_image_program":[""],"_feature_image_program":["field_668bbb4805cdb"],"return_to_the_program":["<a href=\"https:\/\/www.uol.ac.cy\/en\/program\/msc-gdm-program\/\">Return to the program<\/a>"],"_return_to_the_program":["field_668ff14d984ef"],"site-content-style":["default"],"site-sidebar-style":["default"],"astra-migrate-meta-layouts":["set"],"_uag_css_file_name":["uag-css-7186.css"],"_elementor_page_assets":["a:0:{}"],"_uag_page_assets":["a:9:{s:3:\"css\";s:263:\".uag-blocks-common-selector{z-index:var(--z-index-desktop) !important}@media (max-width: 976px){.uag-blocks-common-selector{z-index:var(--z-index-tablet) !important}}@media (max-width: 767px){.uag-blocks-common-selector{z-index:var(--z-index-mobile) !important}}\n\";s:2:\"js\";s:0:\"\";s:18:\"current_block_list\";a:1:{i:0;s:11:\"core\/search\";}s:8:\"uag_flag\";b:0;s:11:\"uag_version\";s:10:\"1775563736\";s:6:\"gfonts\";a:0:{}s:10:\"gfonts_url\";s:0:\"\";s:12:\"gfonts_files\";a:0:{}s:14:\"uag_faq_layout\";b:0;}"]},"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"p.efstathiou@uol.ac.cy","author_link":"https:\/\/www.uol.ac.cy\/en\/author\/"},"uagb_comment_info":0,"uagb_excerpt":null,"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses\/7186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses"}],"about":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/types\/courses"}],"version-history":[{"count":0,"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses\/7186\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/media?parent=7186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}