On successful completion of this module, the student understands the significance of the Internet and electronic commerce to the industry and also understands the business relevance of electronic communication channels e.g. social media. S/he applies the marketing information system for developing a digital marketing plan, in which s/he evaluates and uses information technology in customer relationships as well as electronic means of marketing and commerce. S/he also identifies and evaluates emerging technologies and digital innovations.

Online lessons, essays, quizzes, and a final digital marketing plan where the learned key concepts are applied.

• Digital business as a phenomenon & use and role of social networks in marketing
• Pros and cons as well as requirements of digital marketing activities
• Different platforms and channels and their roles in online marketing
• Customer relationships (CRM), customer intelligence (CI), and customer experience (CX) online
• Planning online marketing efforts

The student understands the basic concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on satisfactory (2) level.

The student understands the basic concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on a good level (3).
The student can write short analyses and plans for digital marketing, i.e. keyword plan and internet-specific SWOT analyses.

The student understands the key digital concepts and terminology. H/she has completed the online lessons and their quizzes. The mean value of online quizzes is at least on a very good level (4).
The student can plan digital marketing actions according to strategic thinking. The student can use the tools and key concepts of digital marketing presented during the course. The student understands the basics of digital marketing budgeting and has demonstrated all these details in a written digital marketing plan for a chosen company. The student demonstrates innovative thinking in planning online marketing activities, and has presented some new ideas for the chosen company.

Please contact the teacher of this course for further information.