Course Description
The course includes the following sections:
• Introduction to Digital Marketing
• Digital Marketing Research
• Electronic Retailing and Digital Marketing
• Consumer Behaviour and Digital Marketing
• Integrated Digital Marketing Communications
• Electronic Customer Relationship Management (e-CRM)
• Strategic Digital Marketing Planning
• Digital Marketing and Sales
• Innovative Applications and Trends in Digital Marketing
• Special Topics in Digital Marketing
Learning Outcomes
Upon completion of the course, students will be able to:
• Obtain the necessary conceptual background in the Digital Marketing domain adopting an interdisciplinary approach.
• Recognize the research opportunities arising in Digital Marketing and obtain experience in designing and executing relevant research designs.
• Understand the basic usage dimensions of Digital Marketing applications in organizations and the main issues related to their effective exploitation.
• Obtain familiarity with the capabilities offered by Information Systems for the implementation of activities in the context of Strategic Marketing Planning.