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Digital Marketing (KEV003), 3 op
Basic information
| Course name: | Digital Marketing Digital Marketing |
| Course Winha code: | KEV003 |
| Kurre acronym: | KEV003 |
| Credits: | 3 |
| Type and level of course: | Optional Studies |
| Year of study, semester or study period: | Not defined |
| Implementation: | 4.period, Not defined |
| Semester: | 0607 |
| Language of tuition: | English |
| Teacher: | John Greene |
| Final assessment: | Grading scale (0-5) |
Descriptions
Prerequisites
This is course is an e-learning course with the majority of lecturing material and feedback offered using an internet site. The course if offered in English.
Course contents (core content level)
By the end of the course, the student will be able to
- master e-Commerce basics and recognize EC models and applications
- identify the impact of digitalization on marketing activities
- update marketing strategies for the digital age
- draw up a practical company plan for developing digital marketing
- conduct online marketing research
- adapt the four Ps to digital marketing
- recognise features of eCRM (Customer Relationship Marketing)
Course contents (additional)
Core content level learning outcomes (knowledge and understanding)
Rationale
The influence of digitalisation on business extends beyond the Internet and eCommerce. Failure to recognise new, revolutionary options for implementation or current opportunities for effective marketing could prove fatal to a company. This course provides an insight to the impact of digital technology on marketing activities.
Aims
The main aim of the course is to give students' both a theoretical and practical knowledge of how digitalisation has affected marketing activities. The course itself utilizes e-Learning methods.
Core content level learning outcomes (skills)
Recommended reading
Turban et. al. Electronic Commerce - a managerial perspective, Prentice Hall 2002 (selected chapters).
Books Available from EVTEK electronic library (ebrary):
Digital Marketing: Global Strategies from the World's Leading Experts, Author: Wind, John Wiley & Sons 2001 (0-471-36122-4)
Digital Marketing : Using New Technologies to Get Closer to Your Customers, Author: Rowan, Kogan Page, Limited 2002 (0-7494-3664-6)
Other material will be distributed during the course.
Teaching and learning strategies
Class attendance is not a requirement; however two to three intensive classes will be offered which will provide a helpful overview of the course and digital marketing. The rest of the lectures, assignment and feedback will be carried out via an internet site. Internet quizzes will also be used to aid and test student comprehension in the area of digital marketing.
Topics for reports assignments suggested by the instructor
Teaching methods and student workload
Individual research, reading
Contact teaching
Project
Assessment weighting and grading
Class Attendance 15%
Internet Quizzes 20%
Research Report 65%