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Winter School: Digital Marketing - An Introduction (IFLV0087)
Department
- International Program
Course unit code
- IFLV0087
Level of course unit
- Bachelor
Year of study
- Fall 2024
Semester when the course unit is delivered
- 1
Number of ECTS credits allocated
- 3.5
Name of lecturer(s)
- Eekhoutte Gythe, BSc MSc
- FH-Prof. Aufschnaiter Christiane, Bakk. Phil. PhD
Learning outcomes of the course unit
- This introduction to Digital Marketing (exclusively online and self-paced) explores how to harness the power of digital within the context of a marketing strategy. You will gain a fundamental understanding of the core principles of digital marketing, and be able to distinguish between traditional and digital techniques.
In this course we will provide you various microlectures to gain an understanding of creating and implementing effective digital marketing campaigns. It also introduces the fundamental aspects of digital marketing and covers areas including search, digital display, email and social media marketing, as well as analytics.
After attending this course, participants will understand the basics of digital marketing. In addition, the participant will know how to conduct ongoing analysis and measurement in order to manage and evaluate digital marketing efforts. The online seminar contains different teaching methods, such as microlectures, quizzes, online forum discussions, case studies, etc.
Mode of delivery
- -
Recommended optional program components
- none
Course contents
- • Introduction to digital marketing
• Understanding the digital consumer
• Using digital channels to reach customers
• Social media & content marketing
• Digital marketing strategy & analytics
Planned learning activities and teaching methods
- Microlectures, online forum discussion, case studies, quizzes
Language of instruction
- English
Work placement(s)
- none