Digital Marketing & Social Networking

Objectives:

The main objective of this course is to present and analyze the strategy and implementation of Digital Marketing & Social Media Marketing based on innovative web technologies, mobile devices / tools, innovative e/m-business models & social media marketing models & Social Networking techniques.

The scope of this course is to familiarize the participants on planning, development, implementation and evaluation of innovative web technologies, tools and models in the digital environment.

Specific goals for the participating students are:

• To understand the conceptual framework and the strategy of digital / mobile  & social media marketing,
• To learn about the innovative technologies, infrastructure and resources requirements,
• To plan, analyze and design digital marketing και social networking models,
• To describe and discuss the challenges, and the penetration of digital / mobile/ social media-marketing in specific decisions  and business sectors (online promotion, distribution, the use of social networks for brand awareness, location based mobile apps, Search Engine Marketing strategy,etc.),
• To understand and develop a digital marketing plan & Social Media plan and to identify the additional requirements towards mobile or social media applications. Moreover, to determine the detailed steps of an d/m-marketing  plan regarding specific applications,
• To understand and analyze innovative marketing models and their constructs in several industrial sectors between the involved parties (collaborative and viral marketing, community models, affiliate marketing, sharing economy models, gamification, social networking platforms, etc.),
• To choose and implement web & social media metrics/ analytics and tracking systems in order to identify and measure the effectiveness of digital marketing  actions and campaigns (web metrics / analyzing,  SEO & SEM search engine optimization / marketing, on line advertising measurement, web site evaluation, social media metrics, analytics and KPI’s, etc.),

To investigate, analyze and present case studies and best practices in various digital marketing models and business sectors.

Skills:

Upon successful completion of the course, postgraduate students will be able to plan, develop and manage an integrated digital & social media marketing strategy.

Prerequisites:

General knowledge background on Information Systems Management and e-Business.

Content:

Definition approaches & conceptual framework: Digital marketing, Internet marketing, mobile marketing, online Marketing, e- web marketing, social media marketing, Social media - Social Networking, mobile marketing applications.

Digital Marketing : content and innovative technologies

Digital marketing plan, electronic/mobile - marketing mix & strategy: Marketing research based on innovative tools and web technologies, electronic / online customers’ behavior, the customers’ journey, Customer experience (CX), Customer Journey Map CJM. segmentation, targeting and positioning strategy in a digital environment, behavioral targeting based on web & social media analytics.

Innovative electronic – mobile – social media  marketing models: viral marketing,  affiliate μάρκετινγκ, consumer generated marketing and content, e –mail marketing,  digital – mobile advertising – promotion, adver-gaming marketing, gamification, augmented reality, mobile apps, social media marketing models (blogs, networks, microblogs, videos, Facebook, Twitter, Linkedin, YouTube), e.t.c..

Online – mobile advertising – promotion

Search Engine Optimization Marketing SEO /SEM, Paid Search & content marketing, Remarketing (Google Adwords,  Adsense).

Web & social media metrics / analytics – Key Performance Indicators- The Social Media Metrics Map

Programmatic Marketing/advertising

AI driven MKT  (technologies and chatbots)

Innovative e-business models (sharing economy model, gamification, advergames, crowdfunding & crowdsourcing,..)

Case studies and best practices of digital marketing in various business sectors (government, health, smart cities, education, environment, retailing, tourism, logistics)

Textbooks:

• M.Vlachopoulou , Digital Marketing,  2020, edit. Rosili Business Books, ISBN: 978-960-7745-32-3, Athens
• Dave Chaffey and Fiona Ellis-Chadwick,  Digital Marketing, 2015, 6thed., Pearson , 2015
• M.Vlachopoulou , S.Dimitriades (2014), «E- Business & eMarketing – Innovative models in the digital environment”, ISBN: 978-960-7745-32-3, Code Evdoxos 32997535 , edition  Rosili,  Business Books, Athens.
• Tracy L. Tuten (Author), Michael R. Solomon (Author), Social Media Marketing, Μάρκετινγκ με Μέσα Κοινωνικής Δικτύωσης, 2η έκδοση, 2016,  Μεταφραστής:Μαρία Κωνσταντοπούλου,  ISBN-13:978-960-531-341-8, εκδόσεις Διαύλος.
• Tracy L. Tuten (Author), Michael R. Solomon (Author), Social Media Marketing,   The Horizontal Revolution, Pearson Education 2015.
• Daniel Rowles, 2017, Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
• Strauss, J. and R. Frost (2013). E-Marketing (7th edition), Prentice Hall.
• The Social Media Marketing Book, by Dan Zarrella, Copyright © 2010 Dan Zarrella. Printed in Canada, Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472.
• M.Vlachopoulou (2003), «e- Marketing – Internet  Marketing", ISBN960-7745-04-3, edition Rosili, Athens.

Assessment:

50% final written examination

50% personal assignment and team project

Webpage:

https://openeclass.uom.gr/courses/MAI120/