The objective of this course is to enable students to learn the fundamental concepts, strategies, and tools of digital marketing; and to equip them with the knowledge and skills to plan, analyze, and evaluate digital marketing processes by understanding search engine optimization, digital advertising, content marketing, social media, mobile marketing, customer relationship management, marketing analytics, and AI-powered digital marketing applications.

In this course, we will cover the fundamental concepts of digital marketing, digital marketing strategies, the digital customer journey, website management and user experience, search engine optimization (SEO), search engine marketing (SEM), pay-per-click (PPC) advertising, content marketing, social media marketing, influencer marketing, electronic word-of-mouth (e-WOM), mobile marketing, email marketing, customer relationship management (CRM), marketing analytics, AI-powered digital marketing applications, ethics and data security in digital marketing, and current digital marketing practices, all illustrated with case studies.