This module is divided into four parts. Part one focuses on an overview of digital marketing. Part two moves on to consider the digital customer, and part three is dedicated to social media marketing. The final part looks at measuring social media marketing success.

Challenges of Global Markets and Businesses

12 hours

Part one: DIGITAL MARKETING: AN OVERVIEW

  • Digital marketing and web marketing
  • Online and offline marketing: an integrated perspective
  • Targets and objectives of online marketing
  • A classification of online communication tools

 

Part two: THE DIGITAL CONSUMER

  • How digital marketing and mobile technology have changed consumers’ purchasing process
  • Web and social media usage across cohorts

Part three: SOCIAL MEDIA MARKETING

  • Top social media platforms and recent trends in social media marketing
  • Influencer marketing

 

Part four: MEASURING SOCIAL MEDIA MARKETING SUCCESS

  • Best practices and failures in social media branding
  • Social media metrics: an overview