Study Guide

Objective

The student is be able to
- explain the role of digital marketing strategies in successful businesses
- recognise the key features of the different channels/platforms related to a company's objectives
- create an effective, target-group oriented digital marketing plan for engaging customers
- apply social media as a strategic and tactical tool for various marketing purposes
- design content and marketing communication material according to an integrative marketing strategy
- utilise various analytical tools
- develop web content using the basics of search engine optimisation
- appreciate the legal aspects of digital marketing