Module 3 Digital Marketing

1. Introduction

This Module will give you an overview of the topic “Digital Marketing”, starting from definition of the terms “Marketing Research”, “Marketing Plan” and “Digital Marketing”.

We will provide relatable information on specific tools which an e-entrepreneur should know when developing a digital marketing plan and for implementing this plan.

The aim is to raise your attention on the importance of a well-structured and organised digital marketing strategy, as a way to promote your company and your products/services.

The topics which this Module address are:

• Marketing Research and Marketing Plan.
• Definition of Digital Marketing.
• S.E.O. (Search Engine Optimization).
• Social media marketing.
• PPC – Google AdWords.
• Web Analytics – Google Analytics.
• Mail Marketing.
• Internet of Everything.
• How to build your website.
• Effectiveness of a digital marketing strategy.

2. Learning outcomes

After completing the Module, learners will be able to:

• Explain the role and the importance of digital marketing.
• Develop a digital marketing plan for their e-companies.
• Analyse the basic digital marketing strategies.
• Discuss the key elements of a digital marketing strategy.
• Analyse how the effectiveness of a digital marketing campaign can be measured.
• Demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social Media, and Blogs.

3. Duration

The approximate time to go through the Module is

7 hours

(plus further reading).

4. Requirements

The following would be helpful for making the most of this Module, but they are not obligatory requirements:

• Basic IT skills.
• Basic knowledge of new technology tools.
• Basic knowledge of marketing.