Digital Marketing

Learning Outcomes

The course aims to convey to students the basic principles of marketing and how modern technologies shape digital marketing. Emphasis is placed on the design and evaluation of digital products and services and the development of a digital marketing plan. Upon successful completion of the course, students will have acquired the following basic knowledge, skills and abilities:

• Understanding the concept and importance of marketing, digital marketing and its modern channels of application
• Understanding digital products and services and their business models
• Understanding and analyzing the marketing mix of e-services
• Marketing mix analysis and SWOT analysis for digital products and services
• Implementing relationship marketing and using appropriate practices for customer conversion (marketing funnel and e-marketing funnel)
• Application of methods for the establishment and evaluation of customer loyalty
• Application of branding practices
• Implementation and evaluation of digital marketing practices
• Creation of digital products and services through assessment and validation of alternative ideas
• Identification of potential customer personas and use-case scenarios for digital products and services
• Designing online / mobile applications for digital products / services
• Constructing a marketing plan for digital products and services
• Product / service evaluation, and implementation of product / service improvement and market expansion practices

Course Content

The course is structured in twelve basic sections:

Section 1: Introduction to Marketing
Section 2: Products / Services and Digital Products / Services – Marketing mix and marketing mix of e-services, Case studies
Section 3: Business models of digital products / services, SWOT analysis
Section 4: Relationship marketing, customer conversion process (marketing funnel και e-marketing funnel) and available tools
Section 5: Branding – Case Studies and Practices
Section 6: Digital Marketing – Tools and Strategies
Section 7: Marketing Plan – Case Studies
Section 8: Product / Service selection, creation and evaluation, and validation of alternative ideas
Section 9: User experience (UX) and user interaction (UI) process – Identification of customers (personas) and usage scenarios (use cases), Tools for creating user journeys / flows
Section 10: Modern digital marketing channels (e.g. influencer / interactive, social media – and omni-channel – marketing) – Management and tools
Section 11: Designing an online / mobile application for a digital product / service – Process and tools
Section 12: Product / Service evaluation metrics, Product / Service improvement and Market expansion practices