06240677 - Digital Marketing

This course offers a comprehensive overview of digital marketing within the context of business and management. It is designed to equip students with the skills and knowledge necessary to navigate the rapidly evolving digital landscape. Key areas of focus will include email marketing, website creation and management, and web data analytics. Additionally, students are required to obtain the Google "Fundamentals of Digital Marketing" certification.


Course Objectives

• To understand the principles and practices of digital marketing.
• To develop skills in email marketing, website administration, and data analysis.
• To learn to apply digital marketing strategies in a business context.
• To gain proficiency in using tools and platforms relevant to digital marketing.

Learning Outcomes

• By the end of the course, students will be able to:
• Create and implement effective email marketing campaigns.
• Design and manage functional websites for business purposes.
• Analyze and interpret web data to inform marketing strategies.
• Successfully complete the Google "Fundamentals of Digital Marketing" certification.

Course Structure

1. Introduction to Digital Marketing
   - Overview of digital marketing in contemporary business.
   - The role of digital marketing in strategic planning.

2. Email Marketing
   - Fundamentals of email marketing.
   - Designing and executing email campaigns.

3. Website Creation and Administration
   - Basics of website design and development.
   - Managing and optimizing business websites.

4. Web Data Analysis
   - Introduction to data analytics tools.
   - Analyzing and utilizing web data for marketing decisions.

5. Google Certification Preparation
   - Overview of the Google "Fundamentals of Digital Marketing" certification.

Continuous Assessment (40%)

• Group projects related to each module.
• Practical assignments and case studies.
   

Final Assessment (60%)

• Individual multiple-choice quiz covering all course materials.

Course Requirements

• Completion of all modules.
• Active participation in class discussions and activities.
• Completion of the Google "Fundamentals of Digital Marketing" certification.

Texts and Materials
Recommended readings will be provided for each module.
Access to digital marketing tools and platforms will be required.