Digital marketing consists of four modules: (1) digital economy and business models, (2) e-commerce, (3) digital marketing, and (4) social communication. Below is the overview of topics covered in the course.

1. Digital economy and business models

In this part of the course the students will learn about the development of new technologies, technological convergence, new services, new businesses, attention economy, experience-based economy, radical/disruptive innovations, disruptive technology, etc.
The students will learn about transaction costs, networks costs, commodity syndrom, asymmetric information. In other words, what digital economy involves and how it works in practice.
The students will also get the introduction to business development and business models, including different components and business model types.
We will analyse how the digital society functions by showing the interplay between technological development, social changes, consequences for various kinds of organisations.
Throughout this part of the course the students will work directly with the following services/tools: blogs, Twitter, Google Docs, social bookmarks, personal programmes for notetaking, etc.

2. E-commerce

In this part of the course we look specifically at the items that are related to e-commerce.
A basic introduction about the necessary technological infrastructure within e-commerce is offered to the student. Among other things, the focus is on different digital channels and payment systems.
The course section is both linked to B2C and B2B markets.

3. Digital marketing

In this part of digital marketing the students will learn about the differences between traditional and digital marketing. There will be discussions about the differences and similarities between how these two approaches to marketing work, and the emphasis will be made on integrated marketing.
An important area of focus will be to establish the process of digital marketing planning. The students will understand the link between e-marketing strategy and business goals, through the integration of offline and online marketing strategies.
The students will get insights on the owned, paid and earned media and the most widely used digital channels, including own websites, display, paid search, affiliate marketing and email marketing. Additionally, they will learn about prototyping, search engine optimisation, ecommerce, webanalysis and more.

4.Social communication

In the last part of the course, the focus will be on social communication as an important success factor on social media. The students will learn about:
- Social media fenomenon and its role in the societies¿ development
- Social platforms, their commonalities and speficic characteristics and capabilities
- Use cases
- Strategic, personal, organisational aspects of social media
- Challenges
- Law and privacy
- Organisational culture and ethical challenges

Subject description DIG2102

Digital marketing

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