Digital Marketing

Upon successful completion of the course, students will be able to:

• To know the latest developments in Digital Marketing.
• Be able to plan Digital Marketing strategies in detail.
• Be able to plan, implement, manage and monitor a search engine promotion campaign.
• To know the basic principles of planning and implementing an E-mail Marketing campaign.

The science of marketing has today redefined its priorities by increasingly using digital communication channels. Marketing now mainly targets the Internet and digital media in general as means of promoting messages but also as a platform for the implementation of strategies for the application of its basic theoretical principles. The course focuses on content production techniques and tools. Then there is an emphasis on the ways that this content can be promoted through search engines. The general thematic units of the course are:

1. The changes brought about by the modern digital landscape in Marketing
2. Content Strategy
3. Search Engine Optimization (SEO)
4. Search Engine Marketing (SEM)
5. Display Advertising
6. Email Marketing

1. Elaboration of Individual Assignment (50%) (Report / Report)
2. Final written exam (50%) (Multiple Choice Test, Short Answer Questions)

The evaluation criteria are posted on eclass from the beginning of the semester, while they are explained at regular intervals in the course.

Evaluation Language: Greek