Social Media and Digital Marketing


Teaching Hours and Credit Allocation: 18 hours, 4 credits
Course Assessment: Coursework



Marketing is one of the most fundamental elements in any business. The management of the marketing functions in successful companies involves a deep understanding of customer preferences, use of that knowledge in designing the right products or services for the target customers, and determining appropriate ways to communicate, capture, and deliver value. Firms routinely invest and deploy resources in the above marketing functions so as to achieve higher levels of customer satisfaction better than their competitors. With the rapid shift of advertising away from traditional media to online platforms, it is becoming increasingly important for marketers to be well-versed in digital marketing & analytics fundamentals. The aim of the course is to provide a detailed, applied perspective on the theory and practice of Traditional and Digital Marketing in the 21st century. These tasks will be examined and elaborated through case studies and workshops in the course.


Learning Outcomes

By the end of this course you should be able to:

  • Understand how and why to use digital marketing
  • Understand the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media 
  • Acquire hands-on knowledge of marketing analytics and decision making (workshops)
  • Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan 
  • Develop an effective mix of promotions and manage it in an effective and integrated way
  • Learn how to measure digital marketing efforts
  • Understand the use of social media for businesses



  • Online Marketing
  • Search engine optimization (SEO) and search engine marketing (SEM)
  • Paid Online Advertisement
  • Social Media Marketing, Mobile Advertising and Commerce
  • User Generated Content Management and Marketing
  • Business Analytics
  • CRM Strategy in the Age of Big Data and Digital Advertising