Június - 2017
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Tantárgy adatlap

Online and Digital Marketing

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NMARV649M
A tantárgy megnevezése (magyarul): Online and Digital Marketing
A tantárgy neve (angolul): Online and Digital Marketing
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 2+2
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: 
Az oktatás nyelve: Angol
Előtanulmányi kötelezettségek: -
A tantárgy típusa: Theory and Practice
Tantárgyfelelős tanszék: Angol Nyelvű Oktatási Központ (ISP) Tanszék
A tantárgyfelelős neve: Dr. Varga Ákos

A tantárgy szakmai tartalma: Digital marketing is an exciting area of marketing practice. In this course, we will cover the what, why, where, to whom and how of major current online and digital marketing approaches.

Évközi tanulmányi követelmények: 

Vizsgakövetelmény: Students has to reach 50 % of the maximum points in each part of the grading system in order to get a final grade.

Az értékelés módszere: Semester activity: 70 points
Class presence and participation 10 points
SEM project (GOMC): 20 points
Content management project: 15 points
Online marketing plan project: 25 points
Written exam: 30 points

Tananyag leírása: The course is a combination of short lectures, seminars, workshops, discussions and presentations.

Órarendi beosztás: Week 1: Introduction to Online and digital marketing course
Week 2: Past, present and future of digital marketing: Trends and insights
Week 3: Information sources in online marketing planning
Week 4: Value in the online environment: creating, communication, delivering value
Week 5: E-business and online marketing
Week 6: A strategic approach to electronic marketing (situation analysis, objectives, strategy, tactics, organization, control)
Week 7: Online marketing challenges
Week 8: Selling online, the e-distribution: E-bay
Week 9: Social Media Marketing
Week 10: Facebook, Twitter, Linkedin, Youtube and the blogosphere - Social Media as a 360º integrated communication tool
Week 11: Mobile marketing
Week 12: Student project presentations
Week 13: Final exam

Kompetencia leírása: 

Félévközi ellenőrzések: -

A hallgató egyéni munkával megoldandó feladatai: Online marketing plan (25 points)
The task: students will have to make an strategic online and digital marketing focused solution for the given marketing and communication problem.

Social media project (15 points)
The groups prepare a blog, a twitter account and a Facebook fan page and manage it during the semester.

Szak neve: ISP

Irodalomjegyzék:
Kötelező irodalom:

  • Rob Stokes (2011): eMarketing: The essential guide to digital marketing, Quirk eMarketing (Pty) Ltd.
  • http://www.quirk.biz/emarketingtextbook/download
  • Selected readings provided by the lecturer
  • Lecture and seminar materials
  • Tom Funk (2013): Advanced social media marketing. Apress. ISBN-13 (pbk): 978-1-4302-4407-3
  • Joan Van Tassel, Lisa Poe-Howfield (2010): Managing Electronic Media. Elsevier, ISBN 978-0-240-81020-1

Ajánlott irodalom:

  • Thomas, Lorrie (2010): Online Marketing (McGraw-Hill 36-Hour Courses). McGraw-Hill, New York -: Chapter 4 (Content Marketing - pp. 53-70); Ch. 10 (E-Mail Marketing; pp. 173-192); Ch. 11 (Online Public Relations; pp. 193-210); Ch. 12 (Managing Multitasking Web Marketing; pp. 211-232).
  • Thomas, Lorrie (2010): Online Marketing (McGraw-Hill 36-Hour Courses). McGraw-Hill, New York - Chapter 5 (Blogging - pp. 71-98); Ch. 6 (Social MediaMarketing; pp. 99-118)
  • Rashi Glazer (1997): Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT, Journal of Market Focused Management, 2, 65–81
  • Rashi Glazer (1999): Winning in Smart Markets, Journal of Interactive Marketing, 13(1), 2-4
  • Miles, Chris (2010): Interactive Marketing: Revolution or Rhetoric?. Routhledge, New York
  • Advertising Age Digital (http://adage.com/)
  • E-marketer (www.emarketer.com)
  • Internet World Statistics (http://internetstatstoday.com)
  • Alexa the Web Information Company (http://www.alexa.com)
  • Google Analytics Official Website (http://www.google.com/analytics)
  • Internet Advertising Bureau homepage
  • EU Kids Online - Research - Department of Media and Communications
  • (http://www2.lse.ac.uk/media@lse/research/EUKidsOnline/Home.aspx)
Ajánlott irodalmak:
Kötelező irodalmak:

 
A tantárgy oktatói:

Utolsó módosítás:

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