Introduction to Digital Marketing

Description

This course develops the student’s ability to use advanced research techniques in marketing research to provide added-value and high return on research investment. This includes methodologies which enable the researcher to provide integrated and actionable business solutions based on sound market understanding and command of sophisticated research tools. Mutlivariate analysis, modelling as well as volumetric and forecasting techniques are among the tools explained and practiced in this course Course note: All the five courses of the Marketing Research Certificate are pre-requisites.

Program

MBA

Objectives

• This course examines the Internet as a tool for effective marketing. Upon completion of this course, students should be able to: • Learn how the Internet has impacted the marketing environment, consumers, and the elements of the marketing mix, and explore implications for a company’s marketing plan. • Understand the principles and practices of using the Internet to market goods and services. Examines the demographics of the Internet and the various business models employed in online marketing. Explore techniques and methodologies for conducting online market research and developing competitive intelligence in an organization. • Understand the processes for planning and implementing a comprehensive e-marketing strategy using alternative online pricing strategies, Web-based advertising and promotion, and Internet distribution channels; and consider other critical issues, such as customer acquisition and retention and the challenges faced by firms in the application of e-marketing strategies in global markets.