Class Digital Communication Seminar

This course on digital marketing aims to provide a comprehensive understanding of the academic theories and practical applications within the digital marketing landscape. Through a series of interactive discussions, case studies, and hands-on activities, students will explore the latest trends, strategies, and tools used in the digital marketing industry. The course will focus on bridging the gap between theoretical concepts and real-world market practices, equipping students with the skills to excel in the dynamic digital marketing environment.

For each topic, between 4 and 5 academic articles should be read by students.

• Understanding consumer behavior in the digital age
• Market research and data analysis in digital marketing
• Social Media Marketing: Strategies and Best Practices
• Search Engine Optimization (SEO) and Content Marketing
• Pay-Per-Click (PPC) advertising and online campaigns
• Influencer marketing and brand collaborations
• Mobile marketing and app strategies
• Storytelling in the digital context
• Optimization of the Digital Sales Funnel and E-commerce
• Customer Relationship Management (CRM) in Digital Marketing
• Personalization and Targeted Marketing
• Ethical considerations in digital marketing

Students will be guided to read the articles in a structured way and write a post with a summary of the articles in a shared blog. To connect theory with practice, they must work on a theoretical topic with a practical case.

• Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review.
• Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded content experience in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 56, 106-120.
• Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
• Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.
• Uzuno¿lu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), 592-602.