Strategic and Digital Marketing


Teaching Hours and Credit Allocation: 30 Hours, 6 Credits
Course Assessment: Coursework & Exam



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 Strategic and Digital Marketing in the 21st century. These tasks will be examined and elaborated through case studies and workshops in the course.


Learning Outcomes

During the course students will be able to:

  • Understand and be able to apply the key elements in developing a marketing strategy and planning a marketing programme
  • Enhance their decision-making skills by making and defending marketing decisions in the context of realistic problem situations with incomplete information (case studies)
  • Analyse customer behaviour and direct the appropriate resources for specific groups of customers
  • Determine the right prices that offer value to the customer but also to the firm
  • Understand the role of distributors and other intermediaries in the market and how to manage them
  • 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



  • Introduction to the marketing concept and the marketing plan
  • Marketing research
  • Customer analysis
  • Market segmentation and positioning
  • Branding the product
  • New product development and innovation
  • Pricing the product
  • Promoting and distributing the product
  • 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



Kotler P., and Armstrong G (2012). Principles of Marketing, 14th edition, Prentice Hall, Pearson Education Limited.

Scott D.M.(2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, 5th Edition, Wiley.

Heinze A. (2016). Digital and Social Media Marketing: A Results-Driven Approach by Aleksej, Routledge.

(Additional articles and cases provided by the lecturer).