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Internet marketing

  • Class 30
  • Practice 15
  • Independent work 75
Total 120

Course title

Internet marketing

Lecture type

Elective

Course code

22-01-536

Semester

6

ECTS

4

Lecturers and associates

Course overview

This module is not core to the Multimedia Computing programme but a part of the optional module group that specializes in online marketing skills.
The objectives of this module are to enable students to:
• manage internet marketing and improve the performance of internet marketing based on data,
• produce a web site that meets required marketing goals and in tune with other digital marketing efforts.
The module focuses on fundamental tools by which internet marketing manifests itself and teaches students how to coordinate marketing efforts online. Students will learn how to implement internet marketing within integrated marketing communications.
It is important for students to take this module in order to experience (first hand) internet as a communication channel, internet role in integrated marketing communications, marketing-oriented web site building, online PR (Facebook, Instagram, Twitter, blog ...), blogs and social media strategies, online advertising and analysis and optimization of internet campaigns. Students will develop basic skills needed for preparing a comprehensive plan of interactive marketing communications and applying innovation and creativity in the internet marketing with the help of web traffic data analysis.

Literature

Essential reading:
1. Kingsnorth, S. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd edn, London: Kogan Page Ltd.
2. Informa (2021) Content Marketing Institute [Online]. Available at: https://contentmarketinginstitute.com/blog/ (Accessed: 5 May 2021)
3. Unbounce Marketing Solutions Inc. (2021) Unbounce, [Online]. Available at: https://unbounce.com/blog/ (Accessed: 5 May 2021)

Recommended reading:
1. Smashing Media AG (2021) Smashing Magazine [Online]. Available at: https://www.smashingmagazine.com/ (Accessed: 5 May 2021)
2. Semrush Inc. (2021) Semrush Blog [Online]. Available at: https://www.semrush.com/blog/ (Accessed: 5 May 2021)
3. Hubspot (2021) Hubspot blog [Online]. Available at: https://blog.hubspot.com/
(Accessed: 5 May 2021)
4. Wiebe Marketing Ltd (2021) Copyhackers [Online]. Available at: https://copyhackers.com/ (Accessed: 5 May 2021)
5. Smart Insights (Marketing Intelligence) Limited (2021) Smart Insights [Online]. Available at: https://www.smartinsights.com/ (Accessed: 05 May 2021)

Further reading:
1. Kaushik, A. (2009) Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. 1st edn, Indianapolis, IN: Wiley.
2. McDonald, J. (2021) Google Ads (AdWords) Workbook (2021): Advertising on Google Ads, YouTube, and the Display Network. [n.k.], London: JM Internet Group.
3. Macarthy, A. (2018) 500 Social Media Marketing Tips. [s.l.], Andrew Macarthy.
4. Krug, S. (2014) Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (Voices That Matter). [n.k.], Indianapolis, IN: New Riders.
5. Weinschenk, S. (2009) Neuro Web Design: What Makes Them Click. [n.k.], Indianapolis, IN: New Riders.

Download student guide

Minimal learning outcomes

  • Evaluate the structure and architecture elements of a web site, according to user scenario and set goals.
  • Evaluate the content elements of a web page according to marketing goals.
  • Integrate the elements needed for advertising campaign and classify them.
  • Integrate the elements needed for social networks campaign and classify them.
  • Classify content elements for direct internet marketing.
  • Organize data according to type and manage the data analysis user interface.

Preferred learning outcomes

  • Design the structure of website pages and web site architecture based on user scenarios and set goals.
  • Design the content of the web site keeping in mind the rules of writing for the web, visual communication, and SEO, all according to marketing goals
  • Design advertising project on advertising platform for a web project.
  • Design the online public relations strategy on social networks and customize it through the optimally arranged multi-channel.
  • Design the content for direct internet marketing in interactive textual and visual form and prepare the content for distribution.
  • Rank and analyse digital data and recommend a marketing strategy according to data analysis.
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