DIM 112 Strategic Digital Marketing

Digitization has dynamically entered contemporary media landscape and the line between online and offline is becoming less distinct, for both consumers and businesses. Consumers are increasingly sophisticated and highly connected, and they seek products and information personalized, relevant and convenient across all traditional and digital channels. The present course aims to outline the essentials of marketing theory and offers a structured approach to identifying, understanding and solving marketing problems. It describes how consumer behavior has been developed in the digital era, discusses consumer buying incentives and analyzes segmentation, targeting and positioning strategies. Moreover, the course examines marketing research methods and customer relationship management strategies and discusses how Internet has transformed the interaction between customers and organizations. Branding strategies as well as the key elements of marketing mix strategy are described. Finally, the course explains how to evaluate and measure digital success, developing an understanding of the KPIs and metrics, while digital tools and tactics are explored, focusing on how they align and contribute to the overall business strategy.