Fundamentals of Digital Marketing, Social Media, and E-Commerce

Program Experience

The internet and related technologies exert a profound influence on how business and social institutions evolve. Companies like Facebook, LinkedIn, and Uber have dramatically changed how we interact, communicate, and travel. In a matter of years, Amazon and Google have forever changed the way we shop and consume information. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and thrive in this new environment.

This course, designed to teach students the fundamentals of internet marketing, is organized around four broad themes, and we will use relevant theory and analysis, with practical examples, to develop our key learning points.

Highlights and Key Outcomes

Participants will learn how to:

• Apply new models to increase profitability in business and e-commerce
• Utilize effective social media and digital marketing tactics
• Implement real-world digital marketing and ecommerce techniques
• Market yourself and your products more effectively

Experience and Impact

Module 1: Designing a Digital Marketing Strategy

• Understand the principles and frameworks of creating a robust digital marketing strategy
• Explore business models, consumer interactions, and their translation into income streams

Module 2: New Business Models

• Delve into various online business models and their applications
• Study network effects and freemium pricing strategies to enhance customer engagement and revenue

Module 3: Tools and Principles

• Gain insights into essential digital marketing tools and principles
• Learn about email marketing, social media marketing, and display advertising to make informed decisions

Module 4: Metrics and Optimization

• Focus on the importance of metrics in digital marketing
• Learn to measure and optimize the performance of your marketing campaigns using various techniques