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Marketing Communications in the Digital World


Business Management
Enrollment in this course is by invitation only

About This Course

The aim of this course is to introduce you to several topics related to marketing communications in the context of a digital world. We will address the fields of digital marketing, social media and direct marketing in detail. Lastly, we will cover the importance of online public relations and reputation management.

Course Content

1. Principles of digital marketing

2. Digital marketing and the Internet

  a) How companies use the Internet

  b) Distinctive features and benefits of the Internet

3. Organizational culture and its impact on organizational change

  a) Social media objectives

  b) How businesses use social media

  c) Other commercial users of social media

  d) Measurement and control of social media

4. Principles of direct marketing

5. Offers and incentives in direct marketing

6. Direct marketing media

7. Understanding the digital consumer

8. Online PR and reputation management

Bibliography

Alan Tapp - Principles of Direct Database & Digital Marketing (2014, Pearson Education Limited)

Damian Ryan, Calvin Jones - Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (2009)

Larry Weber - Marketing to the Social Web: How Digital Customer Communities Build Your Business (2007, Wiley)

Maria Petrescu, Victoria L. Crittenden - Viral Marketing and Social Networks (2014)

Will Rowan - Digital Marketing (2002)