This course will combine theoretical and practical insights on strategic digital marketing. Developing a digital marketing strategy lies at the core of business success. Companies that are good in developing and managing their presence along various digital channels have a strategic advantage over their less “digitally savvy” rivals. Starting with the situation analysis, the course will cover the topics of online targeting and positioning and digital communication strategy development along the RACE communication framework. The course will be offered as a weekly lectutre. At the end of the course, the students will write an exam.This course will combine theoretical and practical insights on strategic digital marketing. Developing a digital marketing strategy lies at the core of business success. Companies that are good in developing and managing their presence along various digital channels have a strategic advantage over their less “digitally savvy” rivals. Starting with the situation analysis, the course will cover the topics of online targeting and positioning and digital communication strategy development along the RACE communication framework. The course will be offered as a weekly lectutre. At the end of the course, the students will write an exam.
