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Academic staff member responsible for the design of the course syllabus
(name, surname, academic title/scientific degree, email address and signature)
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NA
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Main Course Lecturer (name, surname, academic title/scientific degree, email address
and signature) and Office Hours:
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Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al
, Friday 08:00 - 11:00
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Second Course Lecturer(s) (name, surname, academic title/scientific degree, email
address and signature) and Office Hours:
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NA
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| Teaching Assistant(s) and Office Hours: |
NA
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| Language: |
English
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| Compulsory/Elective: |
Elective
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| Study program: (the study for which this course is offered) |
Bachelor in International Marketing and Logistics Management (3 years)
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| Classroom and Meeting Time: |
-
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| Code of Ethics: |
Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
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| Attendance Requirement: |
75% is mandatory.
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| 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.
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| Course Objectives: |
In today's business landscape, a real-time digital presence is crucial. Companies must harness digital technologies for a competitive edge and align their marketing strategies with the digital realm. Our course, Digital Marketing, delves into the impact of marketing in the digital space, covering web, mobile, and social media. We explore the technology behind these platforms and how they facilitate marketing strategies. Topics include: Developing a Global Vision through Marketing Research, Online marketplace, Digital media and the marketing mix, Campaign planning for digital media. Your responsibilities include weekly readings, quizzes, tutorials, in-class discussions, and submitting assignments digitally and physically.
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BASIC CONCEPTS OF THE COURSE
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| 1 |
Search Engine Optimization (SEO): The practice of optimizing web content to rank higher in search engine results pages (SERPs) to increase organic (non-paid) website traffic.
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| 2 |
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience, with the goal of driving profitable customer action.
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| 3 |
Social Media Marketing: Using social media platforms to promote products, services, or content and interact with the audience to build brand awareness and loyalty.
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| 4 |
Pay-Per-Click Advertising (PPC): An advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine advertising (e.g., Google Ads).
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| 5 |
Email Marketing: The use of email to communicate with current or potential customers, often for purposes like promoting products, sharing content, and building customer relationships.
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| 6 |
Digital Analytics: The collection and analysis of data from digital marketing efforts to measure performance, make data-driven decisions, and optimize campaigns.
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| 7 |
Conversion Rate Optimization (CRO): The process of improving a website or landing page to increase the percentage of visitors who take a desired action, such as making a purchase or filling out a form.
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| 8 |
Marketing Automation: The use of software and technology to automate repetitive marketing tasks and nurture leads through the sales funnel.
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| 9 |
Influencer Marketing: Collaborating with individuals who have a significant following and influence in a specific niche or industry to promote products or services.
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| 10 |
Mobile Marketing: Strategies and tactics designed to reach and engage audiences on mobile devices, including mobile-friendly websites, apps, and mobile advertising.
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| Week |
Topics |
| 1 |
Syllabus details. 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): |
Engagement: Preparation (reviewing readings and material before class) Focus (avoiding distractions during in-person and online activities) Presence (Engaged and responsive during group activities) Asking questions (in class, out of class, online, offline) Listening (hearing what others say, and also what they’re not saying) Specificity (referring to specific ideas from readings and discussions) Synthesizing (making connections between readings and discussions). ✅ Assessment aetails will be in the MS Teams. ✅
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Textbook(s):
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Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing. 8e. Pearson
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Additional Literature:
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Diamond, S. (2023). Digital Marketing All-in-One for Dummies. Wiley.
Hanlon, A. (2022). Digital marketing: strategic planning & integration. 2e. Sage.
Kingsnorth, S. (2022). The Digital Marketing Handbook: Deliver Powerful Digital Campaigns. Kogan Page.
Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page.
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| Laboratory Work: |
-
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| Computer Usage: |
-
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| Others: |
No
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| No |
Program Competencies |
Cont. |
| Bachelor in International Marketing and Logistics Management (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 |
Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability. |
5 |
| 7 |
Apply the concepts and structures of modern marketing in global context at private and public sectors. |
4 |
| 8 |
Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies. |
1 |
