Digital Marketing

Introduction

The competition for the customer's attention in the digital channels can seem insurmountable for the marketer, and therefore marketing has never been more exciting. Technological developments are forcing the subject in new directions. And this means that the marketer must balance his role as strategist and specialist in digital marketing activities. And the central theme for the marketer will then be: How to analyze and develop competitive digital strategies as well as carry out selected marketing activities

Course content

The content of the course will be a mixture of theory and practical exercises:

• Academic and practical perspectives on digital marketing
• The digital customer journey and needs
• The marketer's communication strategy
• Data collection
• Strategic choices
• Operational market measures
• Evaluation of marketing measures
• Customer-oriented digital tools
• Current channels
• Costs and budgets