Digital marketing
People
Hofstetter R.
Course director
Description
Basic knowledge in marketing recommended
Description
This course is designed as an introduction to the rapidly evolving world of marketing in new media. It blends conceptual frameworks and theory with an applied perspective. The topics of the course include marketing strategies related to digital marketing, planning of digital marketing activities, monitoring of digital marketing activities and metrics, online advertising, consumer engagement and online communities, and basic social network insight and analytics. The objectives of this lecture will be met through lectures, text readings, practical exercises, and in-class discussions.
Reference book
E-Marketing (sixt edition), Judy Strauss, Raymond Frost
Grading
the grading is 70% exam and 30% will be a group presentation
Enrollment required. Limited number of participants.
Education
- Master of Science in Communication and Economics in Corporate Communication, Elective course, Minor, 2nd year
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Minor
- Master of Science in Communication in Media Management (until A.Y. 2017), Elective course, Minor
- Master of Science in Economics in Management, Elective course, 2nd year
- Master of Science in Management and Informatics, Elective course, Lecture, 2nd year
