Essentials of Digital Marketing and Online Platforms

The course aims to develop students' understanding of digital marketing fundamentals, including its various subfields and their interconnections, while identifying the distinct principles and advantages that differentiate digital from traditional marketing approaches. The course equips students with knowledge of enabling technologies and develops their analytical abilities to evaluate the strengths and limitations of different digital marketing activities. Students will enhance their communication skills to effectively articulate digital marketing concepts, cultivate interpersonal abilities to engage in meaningful inquiry about the subject, gain awareness of ethical considerations in digital marketing practices, and develop a basic understanding of the role that tools and platforms play in executing digital marketing initiatives.

Materials indicated by the professor.

Replaces the course MARK2050 Digital Platforms and Marketing Essentials.