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.

Not applicable

For each topic, students should read between four and five academic articles. Viral marketing Influencer marketing Digital marketing and the fashion industry Digital marketing and tourism Social media and sustainability Digital brand activism Engagement strategies in digital markets Chatbots in digital marketing Content strategies for high digital impact Live streaming shopping The role of emotions in digital communication The role of artificial intelligence in digital communication

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