Digital Tools and Technologies in Marketing

Introduction

In today’s marketing landscape, digitization shapes every industry, making digital marketing a key part of business strategy. However, as technology evolves and privacy regulations shift, managers must continuously adapt to new challenges in this dynamic digital environment.

This course develops a strategic understanding of digital marketing by focusing on tools and concepts that remain valuable, even as specific technologies and platforms change. Students will explore how digital tools can be used strategically to build profitable customer relationships, gaining essential skills to navigate and improve digital marketing in any organization.

The course combines lectures, discussions, industry examples, and hands-on exercises to deepen learning. By the end, students will have a strong grasp of digital marketing tools and strategies, preparing them to navigate this fast-changing industry.

Course content

This course provides a comprehensive exploration of various digital tools and technologies. Topics include website design and conversion, search engine optimization (SEO), digital advertising, social media strategies, e-mail marketing, analytics, and other emerging digital technologies. We will also delve into the impact of GenAI on current practices, illustrating its effects on digital landscapes. Furthermore, ethical considerations surrounding the use of these technologies will be discussed, shedding light on the challenges and responsibilities in the digital realm.