Fundamentals of Digital Marketing (L+E) (03SM22MO0197)

Digital marketing has transformed how business and other organizations communicate with their audiences. Thus, the question is not whether to use Internet technology but how to deploy it. The objective of this lecture is to give you an overview of the fundamentals of digital marketing. The lecture will be structured as follows:

1. Introduction to Digital Marketing

2. Value Proposition Design

3. Metrics and Analytics

4. Website Development

5. Search Engine Optimization

6. Marketing on Social Media

7. Advertising Online (display and paid search)

8. Email Marketing

Throughout bi-weekly exercise sessions, students will apply theoretical knowledge to a collaborative group project. Each group is tasked with developing their own project ideas, such as a book exchange platform, a landing page to promote an app launch, or a platform to find sports buddies. The practical application involves setting up a basic website, optimizing it for search engines, promoting their projects on social media, implementing a paid online advertising campaign, and conducting an email marketing campaign. In the final lecture and exercise session, each group will present their project along with the insights gained from the experience.Active participation is crucial for success in this course, especially during exercise sessions, the Value Proposition Design Workshop, and group project presentations. Your engagement in these activities will directly influence your assessment.