High Specialization In Marketing ( Digital Marketing / Corporate and Services Marketing

Digital media prompts opportunities and challenges for marketers to interact with consumers. The rules on how to best utilize the Internet and the new marketing channels it has precipitated are changing daily. Given these characteristics, this course will be a combination of analytical/critical endeavour and practical experience — we will learn how to analyse new marketing opportunities arising from the Internet, assess the challenges this medium presents, and develop an appropriate course of action to leverage the strengths of this medium. Our focus will be on concepts, strategies and tactics that can be employed in a wide range of settings. This course examines recent developments in e-business and considers the broad context of how consumers, technology, and marketing impact supply and demand.

Objectives of the Course:

• At the end of the semester the successful student will be able:
• to identify multiple channels for digital (electronic) marketing
• To understand the digital marketing role in the general company strategy
• compare and criticize different digital marketing campaigns
• Understand how digital marketing is applied in a contemporary day business practice.
• To apply basic regulations and ethical concerns in advertising projects
• Learning outcomes
• After taking this course, students should be able to do the following:
• Think critically about new marketing strategies and tactics associated with the Internet
• Build a Digital Marketing Strategy and incorporate the one in the General Company Strategy
• Build successful Digital Marketing Campaigns such as Search, Display, Social Media and News-letter Campaigns.
• Apply these campaigns in the development of the marketing strategy.
• Understand and measure the outcome of these campaigns
• Understand the value of the customers gain through Digital Marketing Campaigns 

 Corporate and Service Marketing

Description

Course provides an integrated approach to studying services that places marketing issues within a broader general management and strategic context.  Covered subjects include distinctive aspects of services marketing; frameworks for analysing services; creating and delivering services; organizing and implementing the marketing effort; service positioning; targeting customers and building relationships; service management; cross-selling; measuring marketing success; improving quality and productivity; online services.  Industry focus includes financial services, consultancy, media, hospitality and leisure, retail, consumer services, healthcare.

This class also explores the emotive component of decision making by consumers.  Learn more about the way in which consumers make decisions to purchase services of intangible benefit.  Ways to market to the services consumer is discussed.