Digital and Social Media Marketing (GRAV030)

The course builds on focal marketing courses and discusses digital strategies and tactics from a brand perspective. Beside more general overview of the digital marketing and social media phenomena, the course will focus on topics which are critical in leveraging the power of social media, such are: content management, development of social media presence, mobile marketing and viral marketing. It will be discussed how power has been shifted from brands to consumers, how to engage consumers through social media, and what is the interplay between social media and other digital marketing activities.

1. Providing students with a comprehensive understanding of how digital technologies and the rise of social media are changing marketing strategies and tactics across different industries.
2. Learning about marketing concepts that are relevant in the digital environment, analyzing best practice examples, and developing skills for creating, delivering and communicating value by using digital marketing tools and social media platforms.
3. Providing students with insights into current digital marketing and social media trends.
4. Teaching students how to combine digital and offline marketing tactics.

• Acknowledge core digital marketing concepts and the specifics of digital marketing environment.
• Assess the marketing potential of digital technologies for a particular real-life marketing challenge.
• Determine value of data in digital marketing and develop skills for data acquisition, analysis and its usage for digital marketing decision- making.
• Interpret the new role of consumers in digital environment and develop digital personas.
• Prepare relevant online value propositions and tactics to create value in the digital environment, choose relevant digital platforms and propose digital tactics to achieve marketing goals.
• Employ a holistic approach to marketing management by critically thinking about new digital marketing trends, and questioning their applicability for marketing strategy in contemporary business.