Fundamentals of Digital Marketing and Online Sales

TEACHING UNIT 1. INTRODUCTION TO MARKETING 1. Evolution of the concept and scope of marketing: exchange as a criterion for defining the scope of marketing 2. The role of marketing in the economic system 3. Strategic marketing management and types of marketing 4. Marketing mix 5. Developing a marketing plan 6. SWOT analysis and marketing strategies TEACHING UNIT 2. CONCEPTUALIZATION OF DIGITAL MARKETING 1. Introduction 2. The concept of digital marketing 3. Functions and objectives of digital marketing 4. Advantages of Digital Marketing 5. Characteristics of the Internet as a Medium for Digital Marketing TEACHING UNIT 3. FORMS OF INTERNET MARKETING 1. The “F’s” of Online Marketing 2. Forms of Online Marketing 3. Marketing as a Philosophy or Corporate Culture LEARNING UNIT 4. MARKET RESEARCH IN DIGITAL MARKETING 1. Digital Marketing vs. Traditional Marketing 2. Market Research in Digital Marketing 3. Integrating the Internet into the Marketing Strategy 4. Digital Marketing Strategy 5. Strategic Internet Marketing TEACHING UNIT 5. THE NEW DIGITAL ECOSYSTEM 1. Community Manager 2. Chief Data Officer 3. Data Protection Officer 4. Data Scientist 5. Other Roles 6. Developing Digital Skills 7. The CEO’s Role as a Leader in Transformation LEARNING UNIT 6. NEW BUSINESS MODELS IN THE DIGITAL ENVIRONMENT 1. The Digital Transition of the Traditional Business Model 2. New Business Models 3. Freemium 4. Long Tail Model 5. Cloud and SaaS Model 6. Subscription Model 7. Dropshipping 8. Affiliate Marketing 9. Information Products and E-Learning 10. Others TEACHING UNIT 7. THE NEW DIGITAL CUSTOMER 1. Redesigning the Customer Experience 2. The Transformation of Distribution Channels: Omnichannel 3. Digital Marketing Plan 4. Buyer’s Journey 5. Growth Hacking: Growth Strategy 6. The New Role of Marketing in the Conversion Funnel LEARNING UNIT 8. INTRODUCTION TO OMNICHANNEL SALES 1. Understanding the New E-Consumers 2. Definition and Differences Between Multichannel and Omnichannel 3. Omnichannel Strategy to Exceed Consumer Expectations 4. Advantages vs. Disadvantages 5. What, How, and to Whom Can We Sell? 6. Omnichannel Strategies and E-Commerce 7. Challenges Facing Online and Offline Businesses