Digital Marketing Strategy and Tactics

Study Course Description

Course Description Statuss:Approved

Course Description Version:4.00

Study Course Accepted:02.02.2024 12:25:56

Study Course Information
Course Code:		KSK_281		LQF level:		Level 6
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Communication Sciences		Target Audience:		Information and Communication Science
Study Course Supervisor
Course Supervisor:		Ruta Siliņa
Study Course Implementer
Structural Unit:		Faculty of Social Sciences
The Head of Structural Unit:
Contacts:		Dzirciema street 16, Rīga, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		6	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		12
Classes (count)		4	Class Length (academic hours)		2	Total Contact Hours of Classes		8
Total Contact Hours								20
Study course description
Preliminary Knowledge:
None.
Objective:
To introduce students to digital marketing possibilities and how it can help in achieving the goals of any enterprise, as well as, to let students apply the course material in practical seminars.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Digital marketing ecosystem: Introduction, participants of the ecosystem and their interrelations and roles. How does digital marketing fit into overall marketing discipline and how does it serve business goals?			Lectures		1.00	auditorium
2	Development of a digital marketing strategy. Development steps, key elements. Digital marketing interaction with traditional marketing. How does digital marketing help organizations reach their customers in the touchpoints of their customer experience journey?			Lectures		1.00	auditorium
3	Develop and present a digital marketing strategy for a specific company according to a specific business scenario. Group presentations are followed by questions and discussions. Group work.			Classes		1.00	auditorium
4	Management of digital marketing campaigns. Integrated planning, execution and monitoring. How can various digital communication channels complement each other? Measuring the digital marketing performance and skilful usage of data. Principles and tools available for proper data collection and analysis. Key performance indicators (KPIs). How to match KPIs of digital marketing with the business goals?			Lectures		1.00	auditorium
5	Planning the digital marketing campaign, setting goals, measuring results and matching return rates with overall marketing goals for a specific company and presenting the prepared material. Discussing various tactical combinations.			Classes		1.00	auditorium
6	Development of social media and the role in communication with customers. Management of social media accounts. Advertisements on social media. How do social media help other communication channels? How to use social media correctly in B2B and B2C communication? How to measure return on investment in social media?			Lectures		1.00	auditorium
7	Content marketing. Its role in overall communication strategy and building company reputation. Development of content marketing strategy and tactical planning.			Lectures		1.00	auditorium
8	Develop content marketing strategy and tactical plan for 6 months for a specific company according to a certain business scenario. Groups work on and present their own options, followed by questions and discussions.			Classes		1.00	auditorium
9	Website role and search engine marketing (SEO, SEA). Website design and its goals. Creating the content for a website according to SEO criteria and visitors’ needs. Defining the target audience and corresponding keywords and phrases. Planning search engine advertising (SEA) according to the needs of the target audience and the purpose of the search. Measuring Return on Investment (ROI).			Lectures		1.00	auditorium
10	Identify the target audience of a particular website, its needs and the purpose of the search. And then define the keywords and phrases that should be included in the content of the website and in search engine ads. Individual work and presentation.			Classes		1.00	auditorium
Assessment
Unaided Work:
4 seminar assignments: (1) Develop and present a digital marketing strategy for a specific company according to a specific business scenario. Group presentations are followed by questions and discussions. Group work. (2) Planning the digital marketing campaign, setting goals, measuring results and matching return rates with overall marketing goals for a specific company and presenting the prepared material. Discussing various tactical combinations. (3) Develop content marketing strategy and tactical plan for 6 months for a specific company according to a certain business scenario. Groups work on and present their own options, followed by questions and discussions. (4) Identify the target audience of a particular website, its needs and the purpose of the search. And then define the keywords and phrases that should be included in the content of the website and in search engine ads. Individual work and presentation.
Assessment Criteria:
Compliance of each seminar assignment submitted with the assignment requirements.
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):
Learning Outcomes
Knowledge:		Of the nature of digital marketing, its principles, campaign design and evaluation of the results achieved by digital marketing.
Skills:		Develop a digital marketing campaign, create relevant content (content marketing), select and apply the most appropriate methods and tools for data collection and evaluation of results.
Competencies:		Planning, implementing and evaluating digital marketing strategies and tactics to deliver the most relevant content (content marketing).
Bibliography
No.	Reference
Required Reading
1	D.Chaffey, F.Ellis-Chadwick. Digital Marketing: Strategy, Implementation and Practice. 2019
2	Ph.Kotler. Marketing 4.0, Moving from Traditional to Digital. 2017