Post graduate student from India doing Masters in Business Management, majors in Marketing

The Internet may be accessed through a variety of devices, including the mobile phone, tablets or personal computers. Today, the Internet (and accessing it through various devices) is an important component of any company’s channel mix or media mix. The access and use of the Internet also give rise to content that is digital in nature, and often imbue an essence that is significantly different from traditional marketing channels and approaches. Therefore, an in-depth understanding is essential for harnessing the marketing potential that this maturing medium offers. The opportunities, problems, tactics and strategies associated with incorporating the Internet into the marketing function are examined. Further, consumers and companies' use of social media has dramatically increased over the past decade, giving rise to consumer networks. The future probably holds an even greater promise of increasing networks of consumers. How does a manager make sense of these user interactions so as to engage with its consumers and customers meaningfully? In general, marketers and managers need to understand these interactions to pursue the marketing objectives of brand building, enhancing customer loyalty and increasing customer profitability.
This course will provide you a broad overview of the fast changing world of digital and social media marketing. Case studies, conversations, lectures, and a project will be used to investigate issues relating to and arising from business practices. The following are the course's specific objectives:

To understand the strategic and tactical nature of digital marketing
To understand the role of digital marketing in a company’s channel/media portfolio
To understand the processes involved in acquiring and monitoring customers through the Internet
To identify and understand the plethora of options currently available for implementing and
nurturing marketing campaign on the Internet (and appreciate that they are constantly evolving!)
To outline the operational frameworks for developing marketing plans in the context of digital
marketing
To understand the strategic aspects of social media.
To identify key metrics for evaluating social media marketing, and overall social media strategy

Case discussions, subject discussions, and presentations will be used throughout the course. The learner is expected to assess, discuss, and recommend appropriate course of action for the situation in each case session. It will be equally vital to comprehend thoughts and ideas from the shared articles.