Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Digital Marketing (17.IM1815)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

General information:

Category	Professional-applicative
Scientific or art field	Industrijski marketing, preduzetništvo i inovacije Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	5

The objective of the course is to master the basic knowledge of the development, implementation and control of the implementation of the digital marketing strategy for "B2B" and "B2C" business models. Based on the acquired knowledge, students will gain detailed understanding of all digital platforms and channels. Students will acquire comprehensive knowledge and experience on how to develop an integrated digital marketing strategy, from its formulation to implementation and control.

Students will acquire: knowledge of the role, importance and scope of digital marketing in a broader marketing strategy, understanding of basic digital marketing channels - online advertising, digital display, video, mobile channels, search engines and social media. Graduated engineers of industrial engineering and management will learn to develop, evaluate, and implement comprehensive digital marketing strategies and acquire competences for measuring the results of digital marketing and cost-effectiveness and recovering investments in digital marketing activities.

Introduction to Digital Marketing; Online Marketing Analysis, Digital Marketing Marketing Strategy, Digital Media and Technology Marketing Impact, Online User Experience Delivery, Digital Marketing Campaign Planning, Digital Communication Marketing, B2B and B2C Digital Marketing, Analytics Marketing, Search Optimization, Pay Per Click, Digital Display Advertising, Email Marketing, Social Network Marketing, Mobile Marketing, A / B Testing.

Course comprises classes, lab exercises and theoretical exercises where good practices will be presented. Knowledge assessment is performed via test and a personal assignment. Students have to pass the test and turn in the assignment in order to be eligible for the final exam. Final exam is in form of oral exam.

Authors	Title	Year	Publisher	Language
Gabriel Weinberg, Justin Mares	Traction: How Any Startup Can Achieve Explosive Customer Growth	2015	Portfolio	English
Himanshu Sharma	Maths and Stats for Web Analytics and Conversion Optimization	2017	Blurb	English
Ian Dodson	The Art of Digital Marketing	2016	Wiley	English
Đorđe Ćelić	Digitalni marketing - elektronska skripta	2019	Fakultet tehničkih nauka, Novi Sad	English
Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer	Digital Marketing (6th Edition)	2016	Prentice Hall	English