Infopaket

International Digital Marketing

ВБ 1.4

Вибіркова дисципліна для ОП

First

2021/2022

6 Semester

4

Knowledge of essence, basic concepts and types of international digital marketing, features of digital marketing in different countries, the latest trends and prospects for the development of international digital marketing. The ability for practical testing of acquired knowledge, searching, analyzing and data processing of information from different sources, to analyse information sources in terms of objectivity, reliability, relevance, completeness, relevance of the information provided, to apply theoretical principles, ideas, methods and basic tools of international management and marketing for effective organization of international enterprise activity, to develop effective business strategies and adapt research challenges and opportunities to the reality of strategic and operational planning for international business actors. Communication in foreign languages.

The discipline International Digital Marketing is based on disciplines and works closely with the disciplines of theoretical, professional and practical training, including Introduction to International Business, Commerce and Finance, International Business, Multinational Enterprises, International Marketing, Global Marketing Strategies, etc. Students should have basic knowledge in international business and international marketing to analyze the latest trends in multinational enterprises through the prism of the study of international digital marketing. Students should be fluent in English.

Essence and basic concepts of international digital marketing. Types of websites and search engine optimization. Services of Alphabet Inc. for international marketing of multinational enterprises. Social media marketing of multinational enterprises. Mobile marketing. Regulation of digital marketing in different countries. The latest trends and prospects for the development of international digital marketing.

BCG, & Tmall. (2020). Digital Marketing 3.0: DeEP brand power tool – growth of share of mind. Retrieved from https://web-assets.bcg.com/7a/a9/3cb647f54533a7bcd240a9ae7a66/digital-marketing-3-0-deep-brand-power-tool-growth-of-share-of-mind.pdf Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Harlow, UK: Pearson Education. Deloitte. (2020). 2021 Global marketing trends: Find your focus. Retrieved from https://www2.deloitte.com/content/dam/insights/us/articles/6963_global-marketing-trends/DI_2021-Global-Marketing-Trends_US.pdf Gordon, C., Willemot, N., Shy, E. & Grudnowski, J. (2018). The future of marketing in consumer products. Bain & Company. Retrieved from https://www.bain.com/contentassets/f9e61f6e2ab74bc1954a99e57fe477b6/bain_brief-the_future_of_marketing_in_consumer_products.pdf Hemann, C., & Burbary, K. (2018). Digital marketing analytics: Making sense of consumer data in a digital world (2nd ed.). London, UK: Pearson Education.

Lectures, seminars. Credit.

1. Attendance at lectures and seminars. 2. Oral answers at seminars. 3. Analytical essay. 4. Module test. Final assessment: credit.

English