Strategic Digital Marketing
| Title | STRATEGIC DIGITAL MARKETING / Strategic Digital Marketing |
| Code | DIM112 |
| Faculty | Social and Economic Sciences |
| School | Journalism and Mass Communications |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter |
| Coordinator | Paraskevi Dekoulou |
| Common | Yes |
| Status | Active |
| Course ID | 600020705 |
Programme of Study: Master of Arts in Digital Media, Communication and Journalism-R
Registered students: 15
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| European Journalism | Elective Courses | 1 | 1 | 10 |
| Digital Media, Culture and Communication | Elective Course belonging to the selected specialization (Elective Specialization Course) | 1 | 1 | 10 |
| Risk Communication and Crisis Journalism | Elective Courses | 1 | 1 | 10 |
| Academic Year | 2025 – 2026 |
| Class Period | Winter |
| Faculty Instructors |
|
| Weekly Hours | 3 |
| Total Hours | 39 |
| Class ID | 600285873
|
Course Type 2021
Specific Foundation
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600285873
- eLearning: https://elearning.auth.gr/course/view.php?id=8704
Erasmus
The course is also offered to exchange programme students.
Language of Instruction
- English (Instruction, Examination)
Learning Outcomes
- Summarize the key characteristics and major dimensions of complex marketing environment
- Indicate and utilize strategic opportunities through internal and external analysis
- Inquire and interpret consumer behavior towards strategic marketing planning and decision-making
- Utilize strategic planning tools and apply strategic models
- Develop and critically appraise integrated marketing strategies in a wide range of industries and organizations
- Demonstrate the key theoretical marketing concepts to develop a strategic marketing plan with appropriate and measurable strategic marketing goals
- Evaluate and appraise strategic marketing decisions and success in relation to business goals
General Competences
- Apply knowledge in practice
- Adapt to new situations
- Make decisions
- Work autonomously
- Work in teams
- Work in an international context
- Work in an interdisciplinary team
- Design and manage projects
- Appreciate diversity and multiculturality
- Be critical and self-critical
- Advance free, creative and causative thinking
Course Content (Syllabus)
Digitization has dynamically entered contemporary media landscape and the line between online and offline is becoming less distinct, for both consumers and businesses. Consumers are increasingly sophisticated and highly connected, and they seek products and information personalized, relevant and convenient across all traditional and digital channels. The present course aims to outline the essentials of marketing theory and offers a structured approach to identifying, understanding and solving marketing problems. It describes how consumer behavior has been developed in the digital era, discusses consumer buying incentives and analyzes segmentation, targeting and positioning strategies. Moreover, the course examines marketing research methods and customer relationship management strategies and discusses how Internet has transformed the interaction between customers and organizations. Branding strategies as well as the key elements of marketing mix strategy are described. Finally, the course explains how to evaluate and measure digital success, developing an understanding of the KPIs and metrics, while digital tools and tactics are explored, focusing on how they align and contribute to the overall business strategy.
Keywords
strategic marketing, digital communication, social media, distribution channels, pricing, branding, marketing research, segmentation, targeting
Educational Material Types
- Slide presentations
- Video lectures
- Interactive excersises
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Laboratory Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Description
Zoom for video-lectures and meetings with students and guest lecturers, e-mail for communication with students
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | ✓ | |||
| Seminars | 8 | ✓ | ✓ | ||
| Reading Assigment | 93 | ✓ | ✓ | ||
| Written assigments | 141 | ✓ | |||
| Other / Others | 19 | ✓ | ✓ | ||
| Total | 300 |
Student Assessment
Description
- In-class participation / In-class weekly activities (20%)
- Submission of written report (5.000-6.000 words) based on which students are expected to prepare a strategic marketing plan about a new digital product/service, and oral presentation. The report is based on a real case-study selected by students (80%).
Student Assessment methods
- Written Assignment (Formative, Summative)
- Project presentation (Formative)
Bibliography
Course Bibliography (Eudoxus)
- Chernev, A.& Kotler, P. (2018) Strategic Marketing Management, 9th ed., Cerebellum Press.
- Chafey, D. (2016) Digital Marketing, 7th ed., Pearson.
Additional bibliography for study
- Cravens, D. W. (2012) Strategic Marketing, McGraw-Hill Education.
- Kingsnorth, S. (2016) Digital Marketing Strategy: An Integrated Approach to Online Marketing, Kogan Page.
- European Journal of Marketing
- Journal of Strategic Marketing
- Journal of Digital & Social Media Marketing
- Journal of Digital Marketing
- International Journal of Internet Marketing and Advertising
- Journal of Business Market Management
- Journal of Business Research
Last Update
11-12-2023
