Intruduction to E-Marketing 2600-DSMdz/w3zegMI
Module 1: Introduction to Marketing and Digital Marketing
• Holistic Marketing Fundamentals - Key Differences Between Traditional and Online Marketing
• Transforming Marketing from Product to Virtualization
• Digital Marketing Definition and Importance
• Trends and the future of online marketing
Module 2: Online Campaign Strategy and Planning
• Creating a digital marketing strategy
• Market and competition analysis (tools: Google Trends , SEMrush )
• Defining the target group and audience segmentation
Module 3: Personalization and hyper-personalization as a basis for online and digital marketing activities
• The perspective of the recipient and sender of personalization
• Tools to personalize communication
Module 4 : Ecosystem of technological solutions – MarTech for Marketing
• Enterprise Marketing Technology Stack
• Characteristics of the technological base
• AI in Marketing Technology
Module 5 : Website – Internet Marketing Center
• Website optimization
• SEO, SEM
• Google Analytics
Module 6 : Social Media
The concept and types of social media
• Social media users
• Characteristics of selected social media
• Using social media in marketing
• Advertising on Facebook, Instagram and LinkedIn platforms
• Trends in the development of social media
Related modules:
Module 7 : Content Marketing - Introduction
Module 8 : Marketing Automation - Introduction
Module 9: Data management - introduction
Module 10: AI in Marketing – Introduction
Type of course
Mode
Course coordinators
Learning outcomes
Student after completing the course:
In terms of knowledge:
• Knows and understands digital marketing terminology and theoretical models in the field of marketing management in the digital area (K_W01)
• Knows and understands at an advanced level the principles, procedures and practices of digital/internet marketing based on modern technologies (K_W02).
• Knows and understands the technological, social, legal, economic and ecological processes and phenomena developed in the enterprise in the area of marketing and their impact on the functioning of the organization, in particular in relation to marketing activities (K_W05)
• Knows and understands the basic principles of creating and developing various forms of entrepreneurship based on marketing techniques and tools ( MarTech ) (K_W06)
In terms of skills:
• Is able to use marketing technologies and marketing theory to recognize, diagnose and solve problems related to the functioning of a customer -centric organization on the market (K ¬_U01)
• Is able to independently and in a team prepare analyses, diagnoses and reports on digital/internet marketing for the marketing and functioning of the organization and sector and present them in a communicative manner, using information and communication tools (K_U03)
• Is able to plan and organize own and team work (K_U05)
• Has the ability to self-educate and improve acquired qualifications (K_U06)
In terms of attitudes:
• Is ready to evaluate and critically approach situations and phenomena related to the functioning of digital marketing on the market (K_K01)
• Is ready to think and act in an entrepreneurial and creative way (K_K02)
• Is willing to comply with ethical standards related to digital/internet marketing activities (K_K03)
Assessment criteria
The learning outcomes will be verified on an ongoing basis using tasks performed by participants during exercises and at the end during the seminar (test).
- 50 points Weekly test - individual component
- 50 points Case studies - team component
In total, you will be able to earn 100 points during the course, and their number will determine your final grade:
- 0-50 points - rating 2
- 51-60 points - grade 3
- 61-70 points - grade 3.5
- 71-80 points - grade 4
- 81-90 points - rating 4.5
- 91-100 points - grade 5
Bibliography
Basic position :
Mazurek, G. (ed.) (2018). E-marketing. Planning, tools, practice. Warsaw: Poltext .
D. Chaffey F.Ellis -Chadwick Digital Marketing Strategy, implementation and Practice, Pearson
Supplementary items:
Królewski, J. and Sala, P. (2016). E-marketing. Contemporary trends. Starter package. Warsaw: PWN Scientific Publishing House
Ph.D. Kotler, Hermawan Kartajaya , Iwan Setiawan (2021), Marketing 5.0.,6.0 Technologies Next Tech, MT Biznes
V. Kumar, Philip Kotler, Transformative Marketing Combining New Age Technologies and Human Insights (2024), Palgrave Macmillan Cham
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: