New Technologies in Marketing

About this course

This course provides an introduction to digital marketing. The course covers all major digital platforms, such as mobile and social media.

Expected learning outcomes

The objective of this course is to familiarize students with the information management systems in marketing, the e-Marketing technologies and the online Marketing techniques/methods. In addition, this course will expose students to digital marketing mainly for lead generation and retention activities in both business to business and business to consumer environments. By the end of this course, students will have the opportunity to: 1. learn the basics of digital marketing and the importance of the offer, list and creative in response rates 2. develop a comprehensive digital marketing strategy 3. learn through doing how to use new media such as mobile, search and social networking; learn the measurement techniques used in evaluating digital marketing efforts 4. learn the importance of ongoing reading and following of industry publications given the dynamic and rapidly changing digital landscape 5. understand and know the ethical and legislation impacting digital marketing.

Indicative Syllabus

    The following topics are covered:
    The decision support marketing with the help of IT systems
    Decision support expert systems
    Database marketing and CRM (Customer Relationship Management)
    Marketing and media
    Marketing and web (online marketing)
    Development plan for online marketing
    Web promotion / advertising, web site traffic analysis systems
    The course also addresses the following key elements of e-marketing:
    • Traffic statistics (Web Analytics): importance of traffic analysis in the Internet, methods of measurement and analysis software.
    • Search Engine Optimization (SEO): reference to the Search Engines, in terms of their function and their importance in online marketing, methods and practices for web site optimization for search engines.
    • Promotion through Social Media (Social Media Marketing): methods and practices for carrying out promotional activities through social networks.
    • Digital Advertisement: web site design for digital forms of advertising, use of interactive display networks.
    • E-mail marketing: basic techniques for successfully carrying out promotional activities by e-mail.

    Teaching / Learning Methodology

    Independent learning
    Office meetings with the tutor

    Recommended Reading

    Agrawal, Smita. “The impact of emerging technologies and social media on different business (es): Marketing and management.” In Maximizing Business Performance and Efficiency Through Intelligent Systems, pp. 37-49. IGI Global, 2017.

    Huang, Ming-Hui, and Roland T. Rust. “A strategic framework for artificial intelligence in marketing.” Journal of the Academy of Marketing Science 49, no. 1 (2021): 30-50.

    Krasnov, Alex, Valentin Nikonorov, and Marina Yanenko. “Digital platforms based marketing innovations: new development trends.” In SHS Web of Conferences, vol. 44, p. 00049. EDP Sciences, 2018.

    Cvitanović, Petra Leonora. “New technologies in marketing as competitive advantage.” In 2018 ENTRENOVA Conference Proceedings. 2018.

    Arkhipova, Nadezhda, Alan Abaev, and Madina Gurieva. “Digital Technologies as a Factor in the Development of Modern Marketing.” In 3rd International Conference on Economics, Management, Law and Education (EMLE 2017), pp. 30-33. Atlantis Press, 2017.

    Kumar, V., Divya Ramachandran, and Binay Kumar. “Influence of new-age technologies on marketing: A research agenda.” Journal of Business Research 125 (2021): 864-877. 

    Day, George S. “Organizing Marketing for an Era of Digital Turbulence.” Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth (2018): 135.

     

    Prerequisites

    Start Date

    TBA

    End Date

    TBA

    Apply

    TBA

    ENROLL NOW

    Local Course Code

    TBA

    Cycle

    TBA

    Year of study

    TBA

    Language

    English

    Study Load

    5 ECTS

    Mode of delivery

    100% Individual Assignment (80% assignment + 20% presentation of the assignment in the class)

    Instructors

    Dr. George Mastorakis

    Course coordinator

    Dr. George Mastorakis

    E-mail

    gmastorakis@hmu.gr