EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2024-2025 ACADEMIC YEAR
COURSE INFORMATIONCourse Title: DIGITAL MARKETING |
| Code | Course Type | Regular Semester | Theory | Practice | Lab | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| BUS 251 | B | 3 | 3 | 0 | 0 | 3 | 5 |
| Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) | Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al |
| Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al , Appointment link: https://shorturl.at/p8zGX |
| Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | NA |
| Language: | English |
| Compulsory/Elective: | Compulsory |
| Study program: (the study for which this course is offered) | Bachelor in Business Administration (3 years) |
| Classroom and Meeting Time: | - |
| Teaching Assistant(s) and Office Hours: | NA |
| Code of Ethics: |
Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline" |
| Attendance Requirement: | 75% is mandatory. |
| Course Description: | The course examines digital marketing strategy and its implementation by providing a detailed understanding of all digital channels and platforms. Course participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. |
| Course Objectives: | For businesses, a real-time digital presence is crucial. Companies must harness digital technologies for a competitive edge. Digital Marketing, is about the impact of marketing in the digital space, covering web, mobile, and social media. We explore the technology and how it facilitates marketing strategies. |
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BASIC CONCEPTS OF THE COURSE
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| 1 | Search Engine Optimization (SEO): Techniques to improve website visibility on search engines like Google. |
| 2 | Content Marketing: Creating and distributing valuable content to attract and engage a target audience. |
| 3 | Social Media Marketing: Using platforms like Facebook, Instagram, and LinkedIn to promote products and engage with customers. |
| 4 | Pay-Per-Click (PPC) Advertising: Paid advertising strategies, such as Google Ads, to drive traffic to websites. |
| 5 | Email Marketing: Sending targeted emails to prospects and customers to build relationships and drive sales. |
| 6 | Affiliate Marketing: Partnering with other businesses or individuals to promote products and earn commissions. |
| 7 | Influencer Marketing: Collaborating with influencers to reach a broader audience and build brand credibility. |
| 8 | Web Analytics: Using tools like Google Analytics to track and analyze website performance and user behavior. |
| 9 | Mobile Marketing: Strategies to reach customers on mobile devices through apps, SMS, and mobile-optimized websites. |
| 10 | Conversion Rate Optimization (CRO): Techniques to increase the percentage of website visitors who take desired actions, such as making a purchase or signing up for a newsletter. |
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COURSE OUTLINE
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| Week | Topics |
| 1 | 1. Introducing digital marketing-I pp. 4-45 [• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic approach – Introduction: how has digital marketing transformed marketing? – Digital marketing goals and strategy – Business and revenue models – Challenges in developing and managing digital marketing strategy • Review the options to achieve communications goals using different types of digital media and platforms – Digital marketing audiences and buyer behaviour – Digital devices and digital platforms – Digital media • Review how different types of marketing data and technology can be used to improve audience experiences and support business goals – Digital data – Digital marketing technology] |
| 2 | 2. Introducing digital marketing-II pp. 4-45 [• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic approach – Introduction: how has digital marketing transformed marketing? – Digital marketing goals and strategy – Business and revenue models – Challenges in developing and managing digital marketing strategy • Review the options to achieve communications goals using different types of digital media and platforms – Digital marketing audiences and buyer behaviour – Digital devices and digital platforms – Digital media • Review how different types of marketing data and technology can be used to improve audience experiences and support business goals – Digital data – Digital marketing technology] |
| 3 | 3. Online marketplace analysis: micro-environment-I pp. 45-92 [• Identify and explore elements of an organisation’s marketing environment that have implications for developing a digital marketing strategy – Introduction to online marketplace analysis – Situation analysis for digital marketing – The digital marketing environment • Evaluate techniques for reviewing the importance of different players in the micro- environment: customers, competitors, suppliers, publishers, intermediaries and influencers, as part of the development of digital marketing strategy – Customers: understanding how they interact with digital markets – Customer choice and digital influence – Customer characteristics – Competitor analysis – Suppliers, publishers, intermediaries and influencers • Review changes to business and revenue models enabled by digital markets – New channel structures – Digital business models – Digital revenue models] |
| 4 | 4. Online marketplace analysis: micro-environment-II pp. 45-92 [• Identify and explore elements of an organisation’s marketing environment that have implications for developing a digital marketing strategy – Introduction to online marketplace analysis – Situation analysis for digital marketing – The digital marketing environment • Evaluate techniques for reviewing the importance of different players in the micro- environment: customers, competitors, suppliers, publishers, intermediaries and influencers, as part of the development of digital marketing strategy – Customers: understanding how they interact with digital markets – Customer choice and digital influence – Customer characteristics – Competitor analysis – Suppliers, publishers, intermediaries and influencers • Review changes to business and revenue models enabled by digital markets – New channel structures – Digital business models – Digital revenue models] |
| 5 | 5. The digital macro-environment pp. 92-136 [• Consider the macro-environment factors affecting an organisation’s digital marketing strategy and implementation – Introduction to macro-environment forces • Evaluate the relevance of technology innovation – Technological forces • Consider the legal, moral and ethical constraints of digital marketing – Legal forces • Assess the relevance of social, economic and political trends – Social forces – Economic forces – Political forces] |
| 6 | 6. Digital marketing strategy pp. 136-189 [• Explain the importance to organisations of creating a digital marketing strategy and implementation process – What is a digital marketing strategy? – Why are a digital marketing strategy and digital transformation needed? – How to structure a digital marketing strategy • Explain activities needed to inform a digital marketing strategy – Situation analysis – Competitor analysis • Define different types of goals for digital marketing – Setting goals and objectives for digital marketing • Evaluate alternative digital strategy approaches – Strategy formulation for digital marketing • Assess success factors for digital strategy implementation – Organisational issues of strategy implementation – Assessing different digital initiatives including marketing technology] |
| 7 | 7. Digital branding and the marketing mix pp. 189-233 [• Consider branding in a digital marketing context and assess the opportunities for digital brand-building – Digital branding • Apply the elements of the marketing mix in a digital marketing context – What is the marketing mix? – Digital branding – Product in a digital marketing context – Price in a digital marketing context – Place, channels and distribution in a digital marketing context – Promotion and social media in a digital marketing context – People, process and physical evidence in a digital marketing context] |
| 8 | 8. Data-driven relationship marketing using digital platforms pp. 233-284 [• Assess the relevance of and alternative approaches for using digital platforms for customer relationship management by encouraging interactions through social media, mobile messaging and email marketing – Introduction – Concepts of data-driven customer relationship marketing – Customer lifecycle management strategy • Evaluate the potential of data-driven marketing, artificial intelligence and ‘Big Data’ using digital technology and marketing automation to deliver more relevant interactions and encourage customer loyalty – Data-driven marketing techniques – Applying artificial intelligence and Big Data to support data-driven marketing – Using data analysis and targeting techniques to increase customer loyalty and value • Assess how to integrate social and mobile interactions to develop social CRM capabilities – Using social media to improve customer loyalty and advocacy] |
| 9 | 9. Delivering the digital customer experience pp. 284-347 [• Describe the different stages and processes needed to create an effective website, mobile app or social media presence and to optimise its performance – Planning website, app design and redesign projects – Initiation of a digital experience project (including domain registration, hosting, performance and availability) • Define the success factors that contribute to an effective digital experience delivered as a website, mobile app or, where relevant, in-store, virtual or augmented reality – Defining site or app requirements (including usability, accessibility, personalisation and cultural customisation) – Designing the information architecture – Designing the user experience – Mobile design requirements and techniques – The Internet of Things – Virtual reality and augmented reality – Online retail merchandising – Evaluating the impact of service quality on e-loyalty] |
| 10 | 10. Campaign planning for digital media-I pp. 347-393 [• Articulate the differences between digital and traditional media and the implications for planning campaigns – The characteristics of digital media • Use forecasting, evaluation and marketing insight to inform campaigns – Step 1. Goal setting and tracking for interactive marketing communications – Step 2. Campaign insight • Review the options for segmentation and targeting and campaign engagement provided in different channels – Step 3. Segmentation and targeting – Step 4. Big idea, offer, message development and creative • Consider how to select the most effective digital media and plan them as part of an integrated campaign – Step 5. Budgeting and selecting the digital media mix – Step 6. Integration into overall media schedule or plan] |
| 11 | 11. Campaign planning for digital media-II pp. 347-393 [• Articulate the differences between digital and traditional media and the implications for planning campaigns – The characteristics of digital media • Use forecasting, evaluation and marketing insight to inform campaigns – Step 1. Goal setting and tracking for interactive marketing communications – Step 2. Campaign insight • Review the options for segmentation and targeting and campaign engagement provided in different channels – Step 3. Segmentation and targeting – Step 4. Big idea, offer, message development and creative • Consider how to select the most effective digital media and plan them as part of an integrated campaign – Step 5. Budgeting and selecting the digital media mix – Step 6. Integration into overall media schedule or plan] |
| 12 | 12. Marketing communications using digital media channels pp. 393-461 [• Distinguish between the different types of digital media channels and under- stand practical success factors to make them effective • Evaluate the advantages and disadvantages of each digital media channel for marketing communications • Assess the suitability of different types of digital media for different purposes These learning objectives are covered for each of these channels: • Search engine marketing (organic search and paid search) • Digital public relations and influencer relationship management • Digital partnerships including affiliate marketing • Digital display advertising • Digital messaging including email marketing and mobile messaging • Social media and viral marketing • Offline promotion techniques] |
| 13 | 13. Evaluation and improvement of digital channel performance-I pp. 461-494 [• Understand the process, KPIs and tools used to measure and improve digital marketing effectiveness – Performance management for digital channels • Review data within Google Analytics to identify performance and improvements – Using Google Analytics to evaluate and improve digital marketing • Identify the activities necessary when researching and managing digital activities and content – Marketing research using the internet and digital media – Content management process – Responsibilities for customer experience and site management] |
| 14 | 14. Evaluation and improvement of digital channel performance-II pp. 461-494 [• Understand the process, KPIs and tools used to measure and improve digital marketing effectiveness – Performance management for digital channels • Review data within Google Analytics to identify performance and improvements – Using Google Analytics to evaluate and improve digital marketing • Identify the activities necessary when researching and managing digital activities and content – Marketing research using the internet and digital media – Content management process – Responsibilities for customer experience and site management] |
| Prerequisite(s): | This syllabus serves as a binding contract between you and the lecturer. By receiving it, you confirm your understanding of the included policies and rules. This syllabus may be modified by the instructor. Prerequisite: Read the chapters. Class format: Video for discussion. > Chapter presentation by lecturer. > Case discussions (multimedia). > Student groups (4-5) answer some questions on the cases. > Video for closing. To excel in this class, come prepared and ask insightful questions. I wish you a successful semester! |
| Textbook(s): | Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing. 8e. Pearson |
| Additional Literature: | Diamond, S. Digital Marketing All-in-One for Dummies. Wiley. Hanlon, A. Digital marketing. Sage. Kingsnorth, S. The Digital Marketing Handbook. Kogan Page. Kingsnorth, S. Digital Marketing Strategy. Kogan Page. |
| Laboratory Work: | - |
| Computer Usage: | - |
| Others: | No |
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COURSE LEARNING OUTCOMES
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| 1 | Understanding Core Concepts: Students will demonstrate a comprehensive understanding of key digital marketing principles and strategies through multiple-choice and short-answer questions. |
| 2 | Application of Knowledge: Students will apply theoretical knowledge to practical scenarios, as evidenced by their ability to use insights from the textbook in open-book exams. |
| 3 | Attention and Focus: Students will develop better focus and attention skills by adhering to the classroom policy of device-free learning, enhancing their ability to engage deeply with course material. |
| 4 | Critical Analysis and Reflection: Through the book summary project, students will critically analyze and reflect on the content, integrating insights into their personal or professional lives. |
| 5 | Research and Evaluation: Students will evaluate the main arguments, key concepts, and case studies from selected books, assessing their strengths and weaknesses and how they challenge or reinforce existing beliefs. |
| 6 | Practical Integration: Students will demonstrate the ability to integrate book insights into real-world applications, showcasing how theoretical knowledge can be applied practically. |
| 7 | Digital Literacy: By completing an online certificate program, students will enhance their digital literacy and gain practical skills relevant to the digital marketing field. |
| 8 | Professional Development: Students will reflect on their learning from the certificate program, critically analyzing the content and its application to their professional growth. |
| 9 | Ethical Considerations: Students will understand the ethical implications of digital marketing practices, informed by the course content and external readings. |
| 10 | Communication Skills: Through written assignments and reflections, students will improve their ability to communicate complex ideas clearly and effectively. |
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COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution) |
| No | Program Competencies | Cont. |
| Bachelor in Business Administration (3 years) Program | ||
| 1 | Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics. | 2 |
| 2 | Apply key theories to practical problems within the global business context. | 5 |
| 3 | Demonstrate ethical, social, and legal responsibilities in organizations. | 3 |
| 4 | Develop an open minded-attitude through continuous learning and team-work. | 5 |
| 5 | Use technology to enable business growth and sustainability. | 4 |
| 6 | Analyze data to make effective decisions. | 3 |
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COURSE EVALUATION METHOD
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| Method | Quantity | Percentage |
| Project |
1
|
35
|
| Final Exam |
1
|
35
|
| Other |
1
|
30
|
| Total Percent: | 100% |
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ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
|
| Activities | Quantity | Duration(Hours) | Total Workload(Hours) |
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 4 | 64 |
| Mid-terms | 0 | ||
| Assignments | 1 | 10 | 10 |
| Final examination | 1 | 3 | 3 |
| Other | 0 | ||
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Total Work Load:
|
125 | ||
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Total Work Load/25(h):
|
5 | ||
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ECTS Credit of the Course:
|
5 | ||
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CONCLUDING REMARKS BY THE COURSE LECTURER
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Throughout the academic year, this course has provided a comprehensive exploration. The students have demonstrated commendable engagement and progress in understanding the core concepts and applications. Opinions and Recommendations: - The course structure and content have been well-received, with students showing particular interest in attention grading over the attendance grading. - It is recommended to incorporate more guest lectures through the department organization from the sector to enhance the learning experience. Observations: - Students have shown significant improvement in skills and knowledge areas. - The interactive sessions and group activities have fostered a collaborative learning environment, which has been beneficial for student engagement. Limitations and Reservations: - Due to time limitations or certain topics could not be covered in as much depth as desired. Code of Ethics: - The course has adhered to the highest standards of academic integrity and ethical conduct. - Students have been encouraged to uphold these values in their work and interactions. Overall, the course has been a rewarding experience, and I look forward to further refining and enhancing the curriculum in future academic years. |