Digital Business and Marketing

Course purpose – to nurture students‘ knowledge about the success factors of digital business and marketing, select the proper digital business and marketing strategy: using main digital business and marketing tools; analysing virtual exchange process and its results; using digital analytics for the evaluation and optimisation of digital business strategy.

The aim of the course is to provide students with the theoretical knowledge and practical skills necessary to analyze, design and develop a digital business and marketing strategy.

Marketing principals or Marketing

1. Introduction to digital business 2. Business / marketing development and the digital revolution 3. Digital business models 4. Virtual market 5. Virtual price and payment 6. Digital user behavior and experience 7. Internet marketing research 8. Internet tools and technologies for digital business and marketing 9. Digital business communication 10. Free digital communication 11. Paid digital communication 12. Earned digital communication 13. Digital analytics 14. Digital marketing companies

1. The student identifies and analyzes at least half of the most important factors influencing digital business and marketing 2. The student evaluates the impact of at least half of the various factors on the development and success of digital business and marketing 3. The student analyzes various models of digital business and marketing, their similarities and differences, advantages and disadvantages according to at least half of the criteria 4. The student develops a digital business and marketing strategy according to at least half of the requirements.