2021/2022
Цифровой маркетинг
Статус:
Майнор
Кто читает:
Департамент финансов
Где читается:
Санкт-Петербургская школа экономики и менеджмента
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
- The formation of universal and professional competences in the field of digital marketing.
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
- Digital transformation of marketing
- Digital marketing tools
- Social networks
- Big data
- Measuring digital marketing
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