Digital Marketing

The main objective of the course is to create a framework for understanding the forces that manage marketing and business on the Internet, connect new technologies and the existing marketing knowledge as well as to get acquainted with new challenges and techniques used by digital marketing.

By mastering the content of the course students are able to decide on the different types of digital marketing campaigns and manage a team in accordance with the requirements of users and buyers on the digital marketplace.

Theoretical training
• The areas of digital marketing
• Marketing in a virtual world
• Types of operationalisation in digital marketing
• The characteristics of the Search Engine Marketing
• Managing campaigns on the Internet
• Web analytics analysis
• Digital marketing in B2B
• Blogs and marketing
• Viral marketing
• The principles of mobile marketing
• The participation of brands in electronic media

Practical training
• The analysis of business experience
• The analysis of the current literature
• Creating and presenting case studies
• Collecting information in the field of digital marketing in a virtual space

Scott D. M. (2013) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly, Wiley; 4 edition
Chaffey, D. (2006) Internet marketing, Prentice Hall
Kim M. Bayne, K. M. (2000) The Internet Marketing Plan, Wiley Computer Publishing

Lectures, practice classes, seminars.

Assessment (maximum number of points – 100)
Exam Requirements	55 points	Final exam	45 points
Attendance	5	Written exam	20
Ongoing assessment	30	Oral exam	25
Class participation	10
Case study	10

Array

Practice classes

• др Предраг Ранитовић