Digital Marketing

The Digital Marketing course will give the theoretical understanding of the internet marketplace necessary to adapt to its many changes, while also equipping you with the skills needed to perform vital daily functions.

 

The specific objectives of the course are to:

 

  • Understand the digital environment and the possibility to enable integrated marketing communications
  • Understand 5 key opportunities: the insights, the media, the relational, the e‐commerce and the influence capabilities that digital represents
  • Gain practice in developing opportunities in rapidly changing
  • Acquire of a set of powerful analytical tools
  • Be able to anticipate and respond to the behavior of competitors, suppliers, and customers
  • Practice working in groups

 

The specific topics addressed in this course are:

 

  • Search Engine Optimization
  • Search Engine Marketing
  • Online Advertising
  • Web Analytics

 

This module includes the following courses:

Web content strategy

 

  • Content strategy (includes mobile strategy)
  • Writing and editing
  • Website building
  • Maintaining a site and a content‐based presence

 

Principles of user experience design

 

  • Focus on the user and all else will follow
  • Review: The Design of Everyday Things
  • First Principles of Interaction Design
  • Researching User Experience
  • Sketching User Experience
  • Measuring User Experience