Digital Marketing: An Introduction  Short Courses

'Digital' opens new ways to market your business - a low-cost gateway to improve the return on investment with actual and potential customers. This entry-level Digital Marketing short course gives an overview of digital marketing principles and practice, including planning a website, website promotion, email and Search Engine Optimisation (SEO) campaigns, e-commerce and integrating digital marketing with traditional marketing. It provides a practical framework to develop customised digital marketing programmes and is designed for marketers, managers, and individuals who want to take advantage of new marketing techniques. This Digital Marketing course will study the theoretical and practical aspects of Internet marketing. All the topics you expect to be covered such as SEO, Analytics, SMM and the use of modern technologies to integrate marketing are included, with the opportunity in the final week to work in groups to present a fictional digital marketing concept.

Course Information

Tutor Info

Martin Deal (Mondays) and Sunderiah Gokaram (Tuesdays)

Martin Deal holds an MBA and has been teaching at City University London for the past nine years. He has extensive experience with owners/managers of small business enterprises. He runs his own companies and advises small businesses on many aspects of business including the use of Digital Technology and Marketing techniques.

Sunderiah Gokaram holds an MBA and has 13 years' extensive experience in various sectors such as Education, IT, Retail and Utilities. He has developed and implemented strategic plans for businesses in emerging markets including India, with an emphasis on Small & Medium Enterprises (SMEs). He has a Post Graduate Diploma in Computer Applications, and has advised various businesses improve their presence in the digital world. He works as a Programme Leader and Lecturer in Business Management concurrent to his role at City University.

Eligibility

This is an introductory level course, so no prior experience of digital marketing is necessary, although it may be beneficial.

English Requirements

Applicants of this Digital Marketing course must be proficient in written and spoken English.

Recommended Reading

Resources

Professional bodies

• Chartered Institute of Marketing (CIM)
• Direct Marketing Association
• Institute of Direct Marketing

Publications

• Precision Marketing
• New Media Age
• International Journal of E-commerce

Bibliography

Marketing

• Kotler, P. (2001) Kotler on Marketing, Free Press

Digital Age/Internet

• Castells, M. (2002) The Internet Galaxy: Reflexions on the Internet, Business and Society, Oxford University Press
• Negroponte, N. (2000) Being Digital, Vintage Books

E-marketing

• Chaston, I. (2001) e-Marketing Strategy, McGraw-Hill Publishing
• Haig, M. (2001) The e-Marketing Handbook, Kogan Page
• Hanson, W. (2000) Principles of Internet Marketing, South-Western Publishing
• Kotler, P., Postma, P. (1998) New Marketing Era: Marketing to the Imagination in a Technology Driven World, McGraw-Hill Education
• McDonald, M., Wilson, H. (2002) New Marketing: Drive the Digital Market or it will drive you, Butterworth-Heinemann
• Richardson, P. (2001) Internet Marketing: Readings and Online Resources, McGraw-Hill International Edition
• Smith, P.R., Chaffey, D. (2005) E-marketing Excellence, Second Edition, Butterworth-Heinemann

Relationship Marketing

• Don Peppers and Rogers (Martha Rogers)

CRM/e-CRM

• Goldenberg, B.J. (2002) CRM Automation, Prentice Hall
• Greenberg, P. (2004) CRM at the speed of light, Third Edition, McGraw-Hill Osborne

Please note that later editions may be available. Further resources will be recommended by the tutor.