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Обычная версия сайта
2021/2022

Цифровой маркетинг

Статус: Майнор
Когда читается: 1, 2 модуль
Преподаватели: Быковский Георгий Валериевич, Котляров Иван Дмитриевич, Ринкон Эрнандес Карлос Хоакин
Язык: английский
Кредиты: 5
Контактные часы: 60

Course Syllabus

Abstract

Personal and corporate success depends greatly on the presence and promotion in the global virtual space. The course on the digital marketing will demonstrate the tools of personal and corporate promotion in the digital space, models of building up a personal and corporate brand and technologies of effective interaction and cooperation on the Web.
Learning Objectives

Learning Objectives

  • The formation of universal and professional competences in the field of digital marketing.
Expected Learning Outcomes

Expected Learning Outcomes

  • Upgrade one’s intellectual and cultural horizons, build the trajectory of professional development and career (UC-4).
  • Be able to work out a digital marketing strategy
  • Build up a personal and corporate brand and technologies of effective interaction and cooperation on the Web
  • Know tools of digital marketing
  • Reflect on (assess and interpret) acquired research methods and work modes (UC-1)
Course Contents

Course Contents

  • Digital transformation of marketing
  • Digital marketing tools
  • Social networks
  • Big data
  • Measuring digital marketing
Assessment Elements

Assessment Elements

  • non-blocking Homework
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • 2021/2022 2nd module
    0.5 * Exam + 0.5 * Homework
Bibliography

Bibliography

Recommended Core Bibliography

  • Florès L. A. How to measure digital marketing : metrics for assessing impact and designing success. - Basingstoke: Palgrave Macmillan, 2014. - URL: http://search.ebscohost.com/login.aspx?direct=true&db=edsnuk&AN=edsnuk.vtls004243480&site=eds-live

Recommended Additional Bibliography

  • Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421
  • Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981