MKT 203 Introduction to Digital Marketing International Business Program Fall 2022 Semester AAU - Prague

This introductory level overview course will introduce students to major aspects of Digital Marketing including: SEO, Analytics, Digital Strategy and Planning, Customer UX, Website Design, the Role of Design, Content Creation and Marketing, New Media Platforms, PPC, Ad-Words, Email Marketing, Social Media Marketing, Mobile Marketing, E-Commerce, Content Marketing and Management, and Mobile Marketing and Commerce. How these aspects of Digital Marketing can, and should, work synergistically will also be examined. The initial part of the course will cover the beginnings of Digital Marketing, how and why it has developed over the years, and current trends. A major portion of the course will be spent on the use of Web 2.0/3.0 as a marketing tool and sites such as Facebook, YouTube, Twitter, Pinterest, Instagram, and others. We will attempt to balance old and new perspectives through case studies and real-life marketing applications. For the course students will create, promote and track their own websites and a key part of course will be student projects developing multi-media and written content for AAU and the AAU website in conjunction with the Marketing Department. The above topics will be covered from both a theoretical and practical ?real-life? viewpoint with the emphasis on the practical. Students will also choose and complete Google training modules.