Digital marketing

Subject	Digital marketing
Semester	4th semester (spring)
Type	compulsory
ECTS	6 ECTS
Study programme:	Economics / 1st Bologna cycle
Primary language:	Slovene

Introduction
The course is delivered in Slovenian and is a compulsory course in accordance with the officially approved curriculum of the undergraduate study programme in Business Studies.
 
Prerequisites
Students must have a sufficient command of Slovenian to communicate with the lecturers and fellow students, to follow the lectures and to understand the study materials.

Content (Syllabus outline)

1. What digital marketing is and its importance
2. Aligning traditional and digital business values
3. Digital marketing planning and strategy
4. Integrated tactical implementation of digital marketing
5. The effectiveness and usefulness of tools (the internet, social networks)
6. Search engine optimisation
7. Paid search
8. Social media
9. Transforming the user experience
10. CRM and customers
11. Personalisation
12. Content marketing
13. Monitoring, evaluation and reporting
14. Digital transformation and the development of marketing

Objectives and competences
To become acquainted with and understand the basic concepts of digital marketing. To develop the ability to understand the basic functions and the strategic use of digital marketing in companies.

Intended learning outcomes
Competences To acquire the ability to solve problems on the basis of qualitative and quantitative information. To develop the ability to anticipate situations and events, as well as the ability to recognise and interpret economic conditions in given circumstances. To develop the ability to make decisions. To acquire the ability to learn independently. To develop the ability to express ideas and construct arguments in a logical and coherent manner, both orally and in writing. To develop the ability to construct arguments that lead to critical and self-critical thinking. To develop the skills of adapting to new circumstances. To acquire approaches that facilitate adherence to ethical principles. To acquire the ability to analyse business conduct and decisions and to evaluate them from an economic, social and ethical standpoint. To develop the ability to transfer knowledge into practice. To develop the ability to build interpersonal relations and to work in a team. To become acquainted with the strategic aspect of the digital marketing function and to understand its objectives. To acquire the ability to understand and apply the basic concepts and principles of digital marketing. Learning outcomes Having passed the examination, the student will understand the role and the fundamentals of implementing digital marketing in a company.

Learning and teaching methods

Forms and methods of work

Frontal teaching

Discussion

Practical demonstration

Presentation of seminar papers

Independent student work

Assessment

Assessment consists of a seminar paper (40%), participation in the course (20%) and a written examination (40%).

A passed written examination is a prerequisite for a positive overall grade in the course.

Readings

• Obvezna literatura
• Marguč, Karmen. 2020. Integracija strategij digitalnega trženja v organizacijo. Ljubljana: Fakulteta za pravo in poslovne vede.

Recommended additional literature

• Kingsnorth, Simon. Digital Marketing Strategy. Kogan Page., 2016.

Office hours

• Before and after lectures
• By arrangement