Digital Marketing & Social Media

Marketing strategies, practices and frameworks are being radically transformed by the unprecedented growth of the digital economy, the evolving technological capabilities, the emergence of new business models, and the changes in consumer behavioral patterns. The Digital Marketing, Web Analytics and Social Media course aims at developing students’ skills in understanding the impact of digital media on marketing strategy and making students familiar with the use of key digital marketing tools. Topics covered include: digital strategy and e-business models, consumer behavior and digital media, content marketing, omni-channel retailing, social media, e-media mix, using data and analytics.