Subject

Digital Marketing

Course Title

Digital Marketing
Digital marketing

Code

m23_s_059

Study Programme

—

Organizer of the study programme (unit, institute, department or division)

Faculty of Computer Science and Engineering

Degree level (first, second, third cycle)

Second cycle

Academic year / semester

10 / Summer

Number of ECTS credits

Teacher

Dimitar Trajanov, Sasho Gramatikov

Prerequisites for enrolling in the course

—

10.

Objectives of the course programme (competences)

Upon completion of the course, the student is expected to understand the basic concepts of marketing; to understand and use e-marketing technologies; and to understand Internet users' behavior when making purchasing decisions and apply this knowledge to create successful e-business solutions.

11.

Course content

Introduction to digital marketing. Market research. Crowdsourcing. Digital marketing technologies. Email marketing. Online advertising. Search engine marketing. Search engine optimization. Pay-per-click advertising. Social media channels. Social media strategy. Online reputation management. Mobile marketing. Location-based advertising. Semantic Web marketing. User management. Web analytics

12.

Learning methods

Lectures supported by slide presentations, interactive lectures, practical classes (using equipment and software packages), teamwork, case studies, guest lecturers, independent preparation and defence of a project assignment and seminar paper, and learning in an electronic environment (forums and consultations).

13.

Total available time

6 ECTS x 30 hours = 180 hours

14.

Distribution of available time

50 + 25 + 25 + 45 + 35 = 180 hours

15.

Forms of teaching activities

15.1.	Lectures - theoretical instruction	50 hours
15.2.	Exercises (laboratory, auditory), seminars, teamwork	25 hours

16.

Other forms of activities

16.1.	Project assignments	45 hours
16.2.	Independent assignments	25 hours
16.3.	Home study	35 hours

17.

Assessment method

17.1.	Tests	45 points
17.2.	Seminar paper / project (presentation: written and oral)	45 points
17.3.	Activities and learning	10 points
17.4.	Final exam	0 points

18.

Grading criteria (points / grade)

up to 50 points	5 (five) (F)
from 51 to 60 points	6 (six) (E)
from 61 to 70 points	7 (seven) (D)
from 71 to 80 points	8 (eight) (C)
from 81 to 90 points	9 (nine) (B)
from 91 to 100 points	10 (ten) (A)

19.

Requirement for obtaining a signature and taking the final exam

completed activities

20.

Language of instruction

Macedonian and English

21.

Method for monitoring the quality of teaching

internal evaluation and survey mechanism

22.

Literature

22.1.	Required literature 1. Rob Stokes \| eMarketing: The Essential Guide to Marketing in a Digital World \| Quirk eMarketing (Pty) \| 2020 2. Sagar Soni \| Digital Marketing A Step Towards Success \| Independently published \| 2020 3. Simon Kingsnorth \| Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Edition \| Kogan Page; 2nd edition \| 2019
22.2.	Additional literature No. Author Title Publisher Year