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Digital Marketing

MODULE HANDBOOK

(1)    GENERAL INFORMATION

SCHOOL

SCHOOL OF ECONOMIC AND MANAGEMENT STUDIES

DEPARTMENT

DEPARTMENT OF BUSINESS ADMINISTRATIONS

LEVEL OF STUDY (BSc/MSc)

BSc

COURSE CODE

508

SEMESTER

5th  

COURSE TITLE

Digital Marketing

INDEPENDENT TEACHING ACTIVITIES
in case the credits are awarded in separate parts of the course e.g. Lectures, Laboratory Exercises, etc. If the credits are awarded uniformly for the whole course, indicate the weekly teaching hours and the total number of credits.

WEEKLY TEACHING HOURS

CREDIT UNITS

4

5

 

 

Add rows if needed. The teaching organization and teaching methods used are described in detail in (d).

COURSE TYPE

general background, special background, general knowledge specialization, skills development

Elective

PREREQUISITE COURSES:

 

NO

LANGUAGE OF TEACHING and EXAMS:

GREEK/English

IS THE COURSE OFFERED TO ERASMUS STUDENTS

NO

ELECTRONIC COURSE PAGE (URL)

EClass

(2)    LEARNING OUTCOMES

Learning Outcomes

The learning outcomes of this course, knowledge and skills that will be gained, and abilities of an appropriate level that students will acquire after the successful completion of the course.

Refer to Appendix A.

  • Description of the Level of Learning Outcomes for each course of study according to the Qualifications Framework of the European Higher Education Area
  • Descriptive Indicators of Levels 6, 7 & 8 of the European Qualifications Framework for Lifelong Learning and Annex B
  • Summary Guide for writing Learning Outcomes

The aim of the course is to develop an understanding of the characteristics as well as the techniques of the various digital and social media, electronic platforms or channels and how they affect the management of the marketing strategy. Given the environment of digital marketing and e-commerce, students will explore a detailed approach to the strategic design of an integrated digital marketing communication and their application to business products and services. This will also include understanding consumer behavior in the online environment.

In the end of this course students will be able to:

  • Demonstrate a critical understanding of the basic concepts, theories, and the communication tools of digital marketing
  • Critically analyze how consumer behavior is affected by digital platforms and social media
  • Critically explore the role of information and communication technologies in key marketing processes.
  • Critically evaluate the effectiveness of digital and social media campaigns from the marketing strategy’s point of view.

General Skills

Taking into account the general skills that the graduate must have acquired (as they are listed in the Diploma Supplement and are listed below) which of the following is the aim of the course ?

Search, analysis and synthesis of data and information, using the necessary technologies

Adaptation to new situations

Decision making

Autonomous work

Teamwork

Working in an international environment

Work in an interdisciplinary environment

Production of new research ideas  

Project design and management

Respect for diversity and multiculturalism

Respect for the natural environment

Demonstration of social, professional and moral responsibility and sensitivity in gender issues

Exercise criticism and self-criticism

Promoting free, creative and inductive thinking

……

Other…

…….

The course aims at the following:

• Adaptation to new situations and specifically to the accounting standards applied at any given time

• Decision making based on the analysis and interpretation of the respective financial statements

• Autonomous work with the recording of accounting events and other accounting tasks

• Teamwork regarding the selection and adoption of appropriate accounting methods in each case

(3)    COURSE CONTENT

 

The content of the course is as follows:

  • Fundamentals
  • Consumer Behavior: Customer Journey, customer persona, STP
  • Search engines: SEO, PPC
  • Branding management
  • Pricing-Distribution
  • Regular marketing and strategic planning including IMC, social media, e-mail marketing, searching in e marketing, mobile marketing
  • Integrated communications - Media design: Media development and its implications
  • Social media marketing
  • Evaluation of integrated / digital communication programs - Metrics

 

(4)    TEACHING AND LEARNING METHODS - EVALUATION

TEACHING METHOD
Face to face, distance learning, etc..

Face to face

USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES
Use of ICT in Teaching, in Laboratory Education, in Communication with students

Use of ICT in communication with students

TEACHING ORGANIZATION

The teaching methodologies are described in detail.

Lectures, Seminars, Laboratory Exercise, Field Exercise, Bibliography study & analysis, Tutoring, Internship (Placement), Clinical Exercise, Art Workshop, Interactive teaching, Study visits, Study work, artwork, creatio, etc

 

Indicate the student's study hours for each learning activity as well as the non-guided study hours according to the ECTS principles

Activity

Semester Workload

Lectures

13 * 4=52

Practical Exercise

30

Publications study

11

Assignments

30

Exams’ Preparation

2

Final Examination

25*5=125

Course Total  Effort

13 * 4=52

STUDENT EVALUATION

Description of the evaluation process

 

Assessment Language, Assessment Methods, Formative or Concluding, Multiple Choice Test, Short Answer Questions, Essay Development Questions, Problem Solving, Written Assignment, Report / Report, Oral Examination, Public Presentation, Public Presentation, Others

 

Explicitly defined assessment criteria are stated and if and where they are accessible to students.

Written examination

(5)    BIBLIOGRAPHY

- Books:

  • Angel, G. (2015). Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences. New Jersey: Pearson FT Press
  • Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice.7 th ed.  New York: Pearson
  • Chaffey, D. & Smith, PR. (2018). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5 th ed. New York: Routledge
  • Kaufman, I. Horton, C. (2014). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. New York: Routledge
  • Nesamoney, D. (2015). Personalized Digital Advertising. Pearson: New Jersey
  • Parkin, G. (2009) Digital Marketing: Strategies for Online Success, Syndey: New Holland Publishers
  • Roberts, M., &Zahay, D. (2012) Internet Marketing: Integrating Online and Offline Strategies, 3rd ed., Mason: South Western - Cengage Learning.
  • Tracy, T. & Solomon, M. (2015). Social media marketing. 2 nd ed. London: Sage Publications

- Indicative Journals:

  • Journal of Digital Marketing
  • Journal of Digital Marketing and Social Media Marketing
  • The Journal of Database Marketing
  • Campaign
  • European Campaign Planner
  • Journal of Marketing
  • Journal of Consumer Research
  • Journal of Advertising
  • Journal of Advertising Research