Course outline

School

Economics & Social Sciences

Department

Business Administration

Level of Studies

Undergraduate

Course code

508

Semester

5

Course title

Digital Marketing

INDEPENDENT TEACHING ACTIVITIES

Weekly teaching hours
-

ECTS

4

5

Type of course

ELECTIVE

Prerequisite course

Language of instruction and exams

Greek

The course is offered to Erasmus students

ΝΟ

Course URL

Eclass

Learning outcomes

The aim of the course is to develop an understanding of the characteristics as well as the techniques of the various digital and social media, electronic platforms or channels and how they affect the management of the marketing strategy. Given the environment of digital marketing and e-commerce, students will explore a detailed approach to the strategic design of an integrated digital marketing communication and their application to business products and services. This will also include understanding consumer behavior in the online environment.

In the end of this course students will be able to:

• Demonstrate a critical understanding of the basic concepts, theories, and the communication tools of digital marketing
• Critically analyze how consumer behavior is affected by digital platforms and social media
• Critically explore the role of information and communication technologies in key marketing processes.
• Critically evaluate the effectiveness of digital and social media campaigns from the marketing strategy’s point of view.

General Skills

1. Search, analysis and synthesis of data and information, using the necessary technologies

2. Adaptation to new situations

3. Decision making

4. Autonomous work

5. Work in an interdisciplinary environment

6. Generation of new research ideas

7. Exercise criticism and self-criticism

8. Promotion of free, creative and inductive thinking

• Fundamentals
• Consumer Behavior: Customer Journey, customer persona, STP
• Search engines: SEO, PPC
• Branding management
• Pricing-Distribution
• Regular marketing and strategic planning including IMC, social media, e-mail marketing, searching in e marketing, mobile marketing
• Integrated communications - Media design: Media development and its implications
• Social media marketing
• Evaluation of integrated / digital communication programs - Metrics

TEACHING METHOD

face-to-face

USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

Use of Presentation Software [Power Point] with multimedia integration to make learning more engaging – Support the learning process through a dedicated learning platform [e-class] where supporting material is posted, on a weekly basis, and used. Through this interactive platform the teacher shares files, posts assignments, provides feedback. Use of T.P.E. in Communication with students – Communication with students via e-mail, the course's electronic platform

TEACHING ORGANIZATION

STUDENT EVALUATION

The evaluation language is Greek.

This course description text, with the evaluation criteria, is accessible in the Department's Study Guide that is posted before the start of each academic year on the Department's website and on the course's online platform.

Also, students are informed from the first lesson about their course requirements and their own obligations, the evaluation criteria and the requirements regarding the semester's assignments.

he possibilities of the e-class platform are also exploited to the maximum. Evaluation and grading at the end of the semester is based on the final exam [100%].

The rating scale is 0-10.

Greek

• Βλαχοπούλου, Μ. (2019). Ψηφιακό Μάρκετινγκ: Από τη θεωρία στην πράξη. Αθήνα: Εκδόσεις Rosili.
• Kenneth, L. & Guercio, T.C. (2018). Ηλεκτρονικό Εμπόριο, 14^η έκδοση. Εκδόσεις Παπασωτηρίου & Σια ΙΚΕ.
• Kingsnorth, S. (2022). Στρατηγική ψηφιακού μάρκετινγκ. Αθήνα: Εκδόσεις Προπομπός.
• Τζωρτζάκης, Κ. & Charlesworth, A. (2020). Μάρκετινγκ περιλαμβάνει και ψηφιακό μάρκετινγκ. Αθήνα: Εκδόσεις Rosili.
• Βλαχοπουλου, Μ. &Δημητριαδης, Σ. (2014). Ηλεκτρονικό Επιχειρειν και Μάρκετινγκ: Καινοτόμα Μοντελα Σε Ψηφιακό Περιβαλλον. Αθήνα: Εκδόσεις Rosili.
• Tuten, T. & Solomon, M. (2016). Social Media Marketing Μάρκετινγκ με Μέσα Κοινωνικής Δικτύωσης. Αθήνα: Εκδόσεις Δίαυλος.

English

• Angel, G. (2015). Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences. New Jersey: Pearson FT Press
• Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice.7 th ed.  New York: Pearson
• Chaffey, D. & Smith, PR. (2018). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5 th ed. New York: Routledge
• Kaufman, I. Horton, C. (2014). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. New York: Routledge
• Nesamoney, D. (2015). Personalized Digital Advertising. Pearson: New Jersey
• Parkin, G. (2009) Digital Marketing: Strategies for Online Success, Syndey: New Holland Publishers
• Roberts, M., &Zahay, D. (2012) Internet Marketing: Integrating Online and Offline Strategies, 3^rd ed., Mason: South Western – Cengage Learning.
• Tracy, T. & Solomon, M. (2015). Social media marketing. 2 nd ed. London: Sage Publications

Προτεινόμενα Επιστημονικά-Ακαδημαϊκά Περιοδικά

• Journal of Digital Marketing
• Journal of Digital Marketing and Social Media Marketing
• The Journal of Database Marketing
• Campaign
• European Campaign Planner
• Journal of Marketing
• Journal of Consumer Research
• Journal of Advertising
• Journal of Advertising Research