Aims of the Course In this course, the students will learn about the principles, concepts and key terms of digital marketing and they will also learn how to plan, execute and measure a digital marketing campaign. Course structure This course will be hybrid and will consist of 12 in-person sessions plus 12 online modules. The in-person sessions will be two hours long (with a 15 min break) and they will take place once per week. The online modules compliment the in-person sessions by providing additional and more in-depth video presentations, reading material, online quizzes and an asynchronous discussion board. The course will be divided into two main parts: Part one: (The first six sessions will be about the principles, concepts, key terms, best practices and tools) After the first six sessions, the students should be able to demonstrate knowledge and understanding of digital marketing principles in the following key areas: 1. Understand the principles of - search marketing - search engine optimisation - pay-per-click and paid advertisement - email marketing - content marketing - social marketing - inbound marketing - online selling and digital customer journey - web analytics and metrics - the important of omnichannel marketing 2. Understand the similarities and differences, including positives and negatives, of all the major digital and social media platforms. 3. Understand and respond to the business environment and business issues related to digital marketing and customer needs. 4. Understand and follow digital etiquette and best practices. 5. Understand and follow the required procedures necessary to protect data across digital and social media platforms. Part two: (The second six sessions will be about strategy and building a digital marketing plan) For the second part, I will group the students into groups of two and three, and for the rest of the course, each group will work on a project to create a marketing plan. After finishing the second part of the course, the students should be able to 1. undertake an internal and external situational analysis and work with PESTEL, SWOT and STP (Segmentation, targeting, position) models 2. create a persona 3. set SMART Objectives for a marketing campaign 4. determine how to use different digital channels with proper KPIs