Social Media & Digital Marketing Fundamentals

This module, in terms of Digital Marketing fundamentals, analyses the growth of the Internet, including key technology concepts and the different usage patterns according to stakeholders’ profiles. It refers to the society and the theoretical perspectives of digital marketing, and its role in integrated marketing communications. It describes online consumer behaviour and methods for conducting online market research, and introduces students to analytical tools. It defines the ethical, legal and reliability issues that arise.

In terms of Social Media, it refers to the media usage, audience adaptation and commercial potential of the most known Social Media. It outlines various other online marketing channels (E-mail, website, Search Engines, native, mobile etc). It defines the methodology for assessing each channel, especially Social Media, against marketing objectives.

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