Course Introduction
Course Introduction
Activity 1:
Use the Self Digital Bingo on Padlet
to introduce yourself.
COURSE OBJECTIVES:
• The course Digital Marketing focuses on presenting the applications of
digital platforms in marketing activities. Marketing strategies and policies of
businesses are adjusted and completed to deploy on the digital platform.
Customer experiences including both individual and organizational customers
will be discussed to provide knowledge and skills to build and develop digital
marketing strategies for learners.
Introduction to the Course
COURSE LEARNING OUTCOMES
1. Knowledge
• CLO1. Acquire basic knowledge of theory and practice about marketing tools on electronic
media
• CLO2. Describe digital marketing tools and requirements for implementing marketing on
these tools
2. Skills
• CLO3. Analyze digital marketing activities of businesses in business
• CLO4. Applying the basic principles of Digital marketing at the level of the implementation
plan
• CLO5. Apply knowledge to design digital marketing plans on a number of electronic media
• CLO6. Ability to research and discover knowledge (Students will have skills to collect,
analyze and process information related to the use of digital marketing tools in business).
• CLO7. Skill to recognize and analyze the environmental factors inside and outside the
business related to Digital marketing, from which to manage the business, build strategies, plans
and set marketing goals in the business.
• CLO8. Skills to apply knowledge in practice of enterprises.
• CLO10. Creative capacity in professional activities, updating and predicting industry
development trends.
• CLO11. Skills to analyze and evaluate business situations in the business environment
• CLO12. Skills in making and implementing business plans in a business environment
3. Autonomy and responsibility
• CLO13: Train students' awareness and attitude to work in the digital marketing environment.
Introduction to the Course
TEXTBOOK:
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and
practice, Seventh edition, Pearson UK.
Introduction to the Course
COURSE CONTENT:
marketing
management
The art and science of choosing target markets and building
profitable relationships with them.
[Kotler/Armstrong/Wong/Saunders]
Place
Channels
Product
Quality
Features
The ‘7 Ps’
Coverage Brand name
Locations packaging Promotion
Inventory Advertising
transport PR
Sales Promotion
Direct Marketing
Personal selling
Price Physical
List evidence
Discount Office premises
Premium Interior design/ furnishings
terms Vehicles / equipment
Staff grooming / clothing
Sounds and smells
People Process
Founders Service Delivery
Employees Complaints Lovelock / Wirtz / Chew
Culture Response time
Customer Service
Has Digital Made
Any Difference?
Activity 2:
What difference does
digital make (if any)?
• 1 personal experience
• 1 fact or statistic
- Let’s Discuss.
Digital Trends
Extending for digital
product – looking at opportunities for modifying
the core and extended product for digital
environments
price – focusing on the implications for setting
prices in digital markets; new pricing models and
strategy
place – considering the implications for
distribution in the digital world
promotion – exploring online promotional
techniques
people, process, physical evidence – customer
relationship management and managing an
organisation’s online presence.
Digital Activity
Activity 3:
1. Give a definition
•What do you think digital
marketing is?
•Has 'digital' changed marketing
in any way do you think? If so,
how?