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Digital Marketing

Course ID
CSIS-E3
Direction
3rd
Semester
Winter
Type
3rd direction elective

Learning Outcomes

The course aims to convey to students the basic principles of marketing and how modern technologies shape digital marketing. Emphasis is placed on the design and evaluation of digital products and services and the development of a digital marketing plan. Upon successful completion of the course, students will have acquired the following basic knowledge, skills and abilities:

  • Understanding the concept and importance of marketing, digital marketing and its modern channels of application
  • Understanding digital products and services and their business models
  • Understanding and analyzing the marketing mix of e-services Marketing mix analysis and SWOT analysis for digital products and services
  • Implementing relationship marketing and using appropriate practices for customer conversion marketing funnel and e-marketing funnel Application of methods for the establishment and evaluation of customer loyalty
  • Application of branding practices
  • Implementation and evaluation of digital marketing practices Creation of digital products and services through assessment and validation of alternative ideas
  • Designing online / mobile applications for digital products / services
  • Constructing a marketing plan for digital products and services Product / service
  • evaluation, and implementation of product / service improvement and market expansion practices

Course Content

Τhe course is structured in twelve basic modules:

Section 1: Introduction (Introduction to the Content of the Course, Basic Concepts) Section

2: Digital Economy (Definition and Characteristics of the Digital Economy, Impact of the Digital Economy in Greece / Europe / Worldwide)

Section 3: Marketing Mix SWOT Analysis (Marketing Mix / 4P 7P Marketing mix, SWOT Analysis, Practical Application and Utilization of Marketing Mix SWOT in the context of Digital Marketing)

Section 4: Product/Service Selection (Marketing of Services vs. Products, Product/Service Selection, Innovation Management, Product Technology Life Cycle, Product/Service Idea Evaluation, Emerging New Technologies Trends) Section

5: Business Models Digital Marketing (Basic Elements of e-Business Models, Types of e-Business Business Models, Multichannel Omnichannel Marketing)

Section 6: Customer Loyalty (Concept and Importance of Customer Loyalty, Quality - Value - Loyalty Chain, Customer Conversion Process, Customer Loyalty Building Evaluation)

Section 7: Branding (Introduction to Branding, Branding in Practice, Digital Branding, Examples of Successful Branding, Branding in Greece)

Section 8: Digital Online Marketing Strategy (Business Strategy and e-Commerce, Frameworks for Defining Online Marketing Strategy) Section

9: Digital Marketing in Practice Marketing Plan (Online Marketing Tools, Building Implementing an Online Marketing Strategy, Evaluation of Online Marketing Effectiveness, e-Marketing SWOT, Structure Content of Marketing Plan) Section

10: Marketing 4.0, e-Commerce Website Design, Development and Construction of eshops, Legal Framework for Digital Marketing

Section 11: Modern Trends in Digital Marketing Case Studies Section

12: Marketing Digital Marketing in Times of Crisis

General Skills

Search, analysis and synthesis of data and information with the use of the assorted technologies

Decision Making

Independent work

Team work

Project design and management

Promoting free, creative and deductive reasoning

Learning and Teaching Methods - Evaluation

Teaching methods: On site
Use of ICT: eclass, estudieseclass, estudies

Activity Work load
Semester
Lectures 22
Lab exercises 4
Thesis 70
Independent Study 54
Total 150

Assessment

  • Written exam
  • Individual or team assignments.

Literature

Suggested Books:
1. Laudon, K. C. and Traver, G.C., E-commerce, 14th Edition, Pearson, 2018. 
2. Chaffey, D. and Ellis-Chadwick, F., Digital Marketing: strategy, implementation and practice, 7th Ed., Pearson, 2019 
3. Kotler, P., Kartajaya, H., and Setiawan, I., Marketing 4.0: Moving from Traditional to Digital, Wiley, 2016 
4. Strauss, J. and Frost, R., E-Marketing, 8th Ed., Routledge, 2018.
 
Suggested Scientific Journals: 
– Journal of Marketing 
– Marketing Science 
– Electronic Commerce Research 
– Electronic Markets