Business Administration_DME100: Digital Marketing and E-commerce

About Course

In today’s business environment, mastering digital marketing and e-commerce strategies is essential for success. Students will explore the key tools and techniques used in online marketing, including social media marketing, search engine optimization (SEO), content creation, and email campaigns.

Additionally, the course delves into the foundations of e-commerce, covering topics such as online store management, customer experience design, and digital payment systems.

Through practical exercises and case studies, students will learn how businesses use digital platforms to enhance brand visibility, drive sales, and build lasting customer relationships.

By the end of the course, students will be equipped to develop and execute comprehensive digital marketing and e-commerce strategies.

Upon successful completion of this course, the student will have demonstrated the ability to:
Design and implement digital marketing strategies across multiple online platforms.
Utilize SEO and content marketing techniques to increase online visibility and traffic.
Manage e-commerce platforms, ensuring a smooth user experience and optimized sales funnels.
Analyze digital marketing data to assess campaign effectiveness and improve performance.
Leverage social media tools and paid advertising to reach target audiences and drive conversions.

Course Content

Topic 1: Introduction to Digital Marketing

Introduction to Digital Marketing

02:02
LO1: Define Digital Marketing and its significance in Modern Business Environments

10:05
LO2: Describe the Digital Marketing Ecosystem, including Online Platforms, Tools, and Communication Channels

10:30
LO3: Differentiate Traditional Marketing and Digital Marketing based on Reach, Interaction, and Measurability

10:50

Topic 2: Designing Effective Digital Marketing Strategies

About Course

What Will You Learn?

Course Content

Topic 1: Introduction to Digital Marketing

Introduction to Digital Marketing

LO1: Define Digital Marketing and its significance in Modern Business Environments

LO2: Describe the Digital Marketing Ecosystem, including Online Platforms, Tools, and Communication Channels

LO3: Differentiate Traditional Marketing and Digital Marketing based on Reach, Interaction, and Measurability

Topic 2: Designing Effective Digital Marketing Strategies

Designing Effective Digital Marketing Strategies

LO1: Explain the essential components of Digital Marketing Strategy Development and Strategic Planning

LO2: Apply Audience Segmentation and Targeting Techniques to establish Marketing Objectives and Platform Priorities

LO3: Design a Digital Marketing Strategy incorporating Resource Allocation, Implementation Activities, and Business Goals

Topic 3: Fundamentals of Search Engine Optimization (SEO)

Fundamentals of Search Engine Optimization (SEO)

LO1: Identify the fundamental principles of Search Engine Optimization, including Crawling, Indexing, and Ranking

LO2: Demonstrate Keyword Research and On-Page SEO Techniques to improve Website Search Visibility

LO3: Analyze Technical SEO and Off-Page Optimization Factors affecting Organic Search Traffic

Topic 4: Content Marketing Strategies and Execution

Content Marketing Strategies and Execution

LO1: Explain the role of Content Marketing in delivering Valuable and Relevant Information to Target Audiences

LO2: Develop a Content Marketing Plan incorporating Content Formats, Editorial Calendars, and Distribution Methods

LO3: Assess Content Quality and Relevance using Audience Needs, Search Intent, and Brand Messaging Criteria

Quiz I

Quiz I

Topic 5: E-Commerce Platforms and Sales Funnel Optimization

E-Commerce Platforms and Sales Funnel Optimization

LO1: Describe the essential Features of E-Commerce Platforms, including Product Catalogues, Inventory, and Digital Payment Systems

LO2: Demonstrate Online Store Management Procedures for Product Listings, Order Processing, and Transaction Handling

LO3: Evaluate Customer Experience and Sales Funnel Design to identify Usability Issues and Checkout Improvements

Topic 6: Using Data Analytics in Digital Marketing

Using Data Analytics in Digital Marketing

LO1: Identify Key Performance Indicators and Data Sources used to measure Digital Marketing Effectiveness

LO2: Apply Data Analytics Tools to measure Website Traffic, User Behaviour, and Campaign Results

LO3: Interpret Analytics Reports to identify Performance Trends and recommend Data-Driven Marketing Improvements

Topic 7: Social Media Marketing Techniques

Social Media Marketing Techniques

LO1: Describe the Characteristics and Marketing Applications of Major Social Media Platforms

LO2: Demonstrate Social Media Marketing Techniques for Community Engagement, Audience Interaction, and Brand Awareness

LO3: Assess Social Media Content and Audience Responses to determine effective Relationship-Building Practices

Topic 8: Paid Advertising Strategies and Campaign Management

Paid Advertising Strategies and Campaign Management

LO1: Classify Paid Advertising Formats, including Search Ads, Display Ads, and Social Media Advertisements

LO2: Develop Paid Advertising Campaigns using Targeting Criteria, Bidding Strategies, and Budget Allocation

LO3: Evaluate Advertising Results using Click-Through Rates, Cost per Acquisition, and Return on Advertising Spend

Quiz II

Quiz II

Topic 9: Integrating Multiple Digital Marketing Channels

Integrating Multiple Digital Marketing Channels

LO1: Explain the principles of Multichannel Marketing Integration and Consistent Brand Communication

LO2: Design Coordinated Marketing Workflows combining Search, Social Media, Content Distribution, and Email Campaigns

LO3: Analyze Cross-Channel Customer Journeys to identify Opportunities for Improved Attribution and Conversion Coordination

Final Exam Review

Final Exam Quiz

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