Digital marketing

SubjectDigital marketing
Semester4th semester (spring)
TypeRequired
ECTS6 ECTS
Study programme:Business studies (undergraduate)
Primary language:Slovene
Introduction
The course will be carried out in the Slovene language and is an obligatory course in accordance with an officially approved curriculum of the Undergraduate Degree Program in Business Studies.
 
Preconditions
Students must have sufficient knowledge of the Slovene language so that they can communicate with lecturers and other students, follow the lectures and understand the study materials.
 
Goals
To understand the basic digital marketing concepts.
Ability to understand basic functions and strategic application of digital marketing in traditional businesses.
 
Competencies
  • To acquire problem-solving skills based on quantitative and qualitative information.
  • To develop the ability to foresee situations and anticipate events as well as being able to recognize and interpret an economic situation within a specific context.
  • To develop decision-making skills.
  • To acquire skills for independent learning.
  • To be able to express ones' ideas and formulate arguments in a logical and coherent way, both verbally and in written form.
  • To be able to create arguments which are conducive to critical and self-critical thinking.
  • To develop skills for adapting to new situations.
  • To acquire mechanisms that facilitate the adoption of ethical commitments.
  • To be able to analyse business-related behaviour and decisions and evaluate them from an economic, social and ethical point of view.
  • To acquire the ability to put knowledge into practice.
  • To be able to develop abilities for interpersonal relationships and teamwork.
  • To understand the strategic aspect of the company's digital marketing function and to understand its objectives.
  • To be able to understand and use basic digital marketing concepts and principles.
Learning outcomes
After passing the exam, the student will understand the role and basics of implementation of digital marketing in a company.
 
Syllabus
  • What is digital marketing and why is it important?
  • Traditional and digital business values alignment
  • Digital marketing planning and strategy
  • Integrated digital marketing tactical execution
  • Effective tools (internet, social, mobile)
  • Search engine optimization
  • Paid research
  • Social media
  • User experience and transformation
  • CRM and customers
  • True personalization
  • Content marketing
  • Monitoring, evaluation and report
  • Digital transformation and marketing development
Teaching and learning activities
  • Frontal lecture
  • Discussion
  • Practical demonstration
  • Presentation of seminar papers
Evaluation systems and criteria
  • Knowledge testing consists of seminar paper (40%), evaluation of the coursework (20%) and written examination (40%).
  • The written examination must be passed in order for the course to be passed overall.
Teaching and learning material
  • Kotler, Philip, Keller, Kevin. Marketing Management. Pearson, 14 ed., 2011. (Selected chapters).
  • Kaufman, Ira, and Horton, Chris. Digital Marketing: Integrated Strategy and Tactics with Values, a Guidebook for Executives, Managers, and Students. Taylor & Francis ltd., 1 ed. 2014.
Recommended additional literature
  • Kingsnorth, Simon. Digital Marketing Strategy. Kogan Page., 2016.
Office hours
  • Before and after the lectures
  • By agreement