Digital Marketing
The Information and Communication Technologies (ICT) effects on the Marketing theoretical models, strategies and practices have created educational needs upon the new knowledge emerging in the topic of Digital Marketing. The scientific research has illustrated the opportunities and capabilities of applying and extending the existing Marketing knowledge in the context of new conditions, requirements and particular characteristics of the Digital environment mainly since the emergence of the Web. Indicatively, the diffusion of alternative communication and shopping channels usage, the introduction of electronic applications with increased customization and personalization capabilities and the penetration of advanced applications for data collection, processing and exploitation have created new research areas and relevant theoretical and practical issues. Finally, while the course adopts an interdisciplinary approach (i.e. Marketing and Information Systems) it does not focus on “technical” issues and, thus, it does not require advanced Information Technology skills from students.