International digital marketing
Course: International Economic Relations (with compulsory study of two foreign languages)
Structural unit: Educational and scientific institute of international relations
Title
International digital marketing
Code
ВК 2.4
Module type
Вибіркова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
7 Semester
Number of ECTS credits allocated
4
Learning outcomes
- to know the essence of digital marketing and its characteristics
- to know the current trends in digital marketing
- to know the tools of guerrilla and viral marketing
- to know the tools of SMM and email marketing
- to know the methods of marketing research and features of promotion on the Internet
- to know the concepts and types of websites, SEO tools
- to know the specifics of using CRM-systems for marketing purposes
- to know the structure and process of developing a digital marketing plan
- to be able to develop viral and regular content for social networks and websites
Form of study
Distance form
Prerequisites and co-requisites
basic knowledge of marketing; basic digital skills and competencies
Course content
Module 1. Digital marketing: concepts and varieties
1) The essence and characteristics of digital marketing
2) Guerrilla and viral marketing
3) Content marketing
4) SMM marketing
5) Email marketing
6) E-commerce
Module 2. Digital marketing tools
7) Marketing research on the Internet
8) Marketing communications on the Internet
9) Website, generating traffic to the website
10) CRM and marketing automation
11) Digital marketing plan
12) Analysis of the effectiveness of digital marketing
Recommended or required reading and other learning resources/tools
1. Бойчук І., Музика О. Інтернет у маркетингу. Київ: центр навчальної літератури, 2019, 512с.
2. Кингснорт С. Стратегия цифрового маркетинга . Интегрированный подход к онлайн- маркетингу. Пер. с англ. Москва: Олимп- бизнес, 2019. 416 с.
3. Кордзая Н. Р. Основи Інтернет-маркетингу. Частина 1. Навчальний посібник. Херсон: «Олді- плюс», 2018 р. 164 с.
4. Кордзая Н. Р. Основи Інтернет-маркетингу. Частина 2. Навчальний посібник. Херсон: «Олді- плюс», 2018 р. 164 с.
5. Литовченко І., Пилипчук В. Інтернет- маркетинг. Київ: центр навчальної літератури, 2017. 184 с.
6. Chaffey D., Ellis-Chadwick F. Digital Marketing. Strategy, Implementation and Practice. Sixth edition. Pearson education limited, 2016. 702 р.
7. Charlesworth A. Absolute Essentials of Digital marketing. 1st edition. Routledge, 2020.118 p.
8. Diamond S. Digital marketing all-in-one for Dummies. John wiley & Sons, 2019 781 p.
Planned learning activities and teaching methods
Lecture, seminars, individual work
Assessment methods and criteria
1. Work at seminars - speeches, comments, discussions, blitz poll - 21 points / 13 points.
2. Practical tasks - 39 points / 23 points
3. Test - 20 points / 12 points
Module control (test), presentations and discussions at seminars, practical tasks
Language of instruction
Ukrainian
Lecturers
This discipline is taught by the following teachers
Departments
The following departments are involved in teaching the above discipline