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Class Digital Communication Seminar

  • Presentation

    Presentation

    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.
  • Code

    Code

    ULHT6354-23345
  • Syllabus

    Syllabus

    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 I nfluencer 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
  • Objectives

    Objectives

    Upon completion of this course, students will be equipped with the knowledge and skills needed to navigate the digital marketing landscape. They will be able to understand the main topics discussed in digital marketing, including different research methodologies used in Digital Marketing
  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    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.
  • References

    References

    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
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