Digital Marketing

Course Trainer: Dr. Sanjay Nadkarni

Digital Marketing focuses on how new digital media are changing the marketing landscape. These media include the internet and mobile devices, which together are changing the marketing concepts of time, distance, experience, and the way in which individuals socially connect with each other and with organisations.

Success in online marketing requires mastery of a range of concepts and techniques including (though not restricted to) search engine optimisation, disintermediation, paid search marketing, digital marketing channels and co-branding strategies. It is also important to know when to select a specific combination of these mixes. Similarly, to make a website more effective requires knowledge of a range of success factors for traffic building including accessibility, data integration and content, usability, persuasion and visual design. The importance of leveraging distribution channels enabled by digital convergence technologies which include mobile platforms also needs to be noted. 

As a result of taking this course you will develop an understanding of:

• The core concepts, principles and techniques in Digital Marketing
• Drivers for internet marketing models
• The impact of digital marketing on customer relationship management
• The metrics for managing and measuring digital marketing strategies
• Complexities of marketing across integrated digital channels
• Application of business analytics tools to Digital Marketing
• Ethics, privacy, security and legal issues

Course Outline:  

• Core Concepts of Digital Marketing
• Jargon and technologies
• Performance Metrics
• Business plan  
• Context and Environment
• Ethical issues
• Legal constraints
• E-marketing opportunities  
• Digital Marketing Management
• On-line pricing
• E-distribution channels
• Convergence media & communication tools  
• Digital Marketing Strategy
• Customer Relationship Management
• Segmentation and differentiation
• On-line pricing and consumer behaviour

General information

Registration
All bookings must be confirmed in writing to The Emirates Academy of Hospitality. Course fees are payable upon confirmation of booking and an invoice will be sent to you. Bookings cannot be confirmed until payment and a completed application form is received. Fees paid are non-refundable.
Terms & conditions

Course Materials
The course fee includes everything required for the class work including instruction materials, notebooks, articles, note-paper, pencils and refreshments. Accommodation and transportation are not included in the course fees.

Dress Code
Attire for classes is smart casual.