{"id":3016,"date":"2023-06-07T01:54:30","date_gmt":"2023-06-06T22:54:30","guid":{"rendered":"https:\/\/www.ba.ihu.gr\/?post_type=course&#038;p=3016"},"modified":"2024-06-09T22:41:01","modified_gmt":"2024-06-09T19:41:01","slug":"%ce%b206","status":"publish","type":"course","link":"https:\/\/www.ba.ihu.gr\/en\/courses\/%ce%b206\/","title":{"rendered":"Topics in Digital Marketing"},"author":6,"template":"","meta":[],"semester":[67],"course_type":[14],"acf":{"code":"\u039206","semester":[67],"level":"1","teaching_activities":{"activity_1":{"description":"Lectures and Practice\/Exercises","weekly_hrs":3,"ects":5},"activity_2":{"description":"","weekly_hrs":"","ects":""},"activity_3":{"description":"","weekly_hrs":"","ects":""},"activity_4":{"description":"","weekly_hrs":"","ects":""},"activity_5":{"description":"","weekly_hrs":"","ects":""}},"type":14,"language":"Greek (English for Erasmus students)","erasmus":"\u039d\u03b1\u03b9","url":"https:\/\/elearning.cm.ihu.gr\/course\/view.php?id=790","prerequisites":"","instructors":[1472],"coordinator":"","content":"<ul>\r\n \t<li>Content and digital content marketing strategy.<\/li>\r\n \t<li>Use of alternative content sources,.<\/li>\r\n \t<li>Content formats.<\/li>\r\n \t<li>Content and purchase paths.<\/li>\r\n \t<li>Storytelling.<\/li>\r\n \t<li>Tailoring content to each channel.<\/li>\r\n \t<li>Content management.<\/li>\r\n \t<li>Building trust in digital media.<\/li>\r\n \t<li>Parallel use of multiple communication channels.<\/li>\r\n \t<li>Sales, customer service.<\/li>\r\n \t<li>Customer experience.<\/li>\r\n<\/ul>","goals":"The course is a specialization of the core courses digital marketing and a continuation of the elective course digital communication media. Its main goal is the most comprehensive approach to contact with the customer through the widest set of digital channels. The subject matter of the course includes use of alternative content sources, content formats, content and purchase paths, storytelling, content management, creating trust in digital media, parallel use of multiple communication channels, sales, customer service (multi- &amp; omni-channel), customer experience (customer experience).\r\n\r\nUpon successful completion of this module, the student will be able to:\r\n<ul>\r\n \t<li>Recognize the formats and process of creating digital content for different media.<\/li>\r\n \t<li>Distinguish the particularities of the different channels of communication, sales, customer service.<\/li>\r\n \t<li>Appreciate the concept of trust and ways of strengthening it in a digital environment.<\/li>\r\n \t<li>Put together a comprehensive and coordinated strategy and action plan.<\/li>\r\n<\/ul>","skills":"to be filled","teaching_methods":"<ul>\r\n \t<li>Face to face.<\/li>\r\n<\/ul>","ict_usage":"<ul>\r\n \t<li>Online guidance.<\/li>\r\n \t<li>Slides Projection in the classroom.<\/li>\r\n \t<li>Use of E-mail and onlne communication systems.<\/li>\r\n \t<li>Use of e-learning system (moodle).<\/li>\r\n<\/ul>","teaching_organization":{"activity_1":{"description":"Lectures","workload":46},"activity_2":{"description":"Practice\/Exercises","workload":26},"activity_3":{"description":"Assignment(s)","workload":10},"activity_4":{"description":"Fieldwork or Project","workload":10},"activity_5":{"description":"Personal Study","workload":33},"activity_6":{"description":"","workload":""}},"students_evaluation":"to be filled","bib_textbooks":"<ol>\r\n \t<li>\u0392\u03bb\u03b1\u03c7\u03bf\u03c0\u03bf\u03cd\u03bb\u03bf\u03c5 \u039c. \u03ba\u03b1\u03b9 \u0394\u03b7\u03bc\u03b7\u03c4\u03c1\u03b9\u03ac\u03b4\u03b7\u03c2 \u03a3. (2014). \u0397\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u0395\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b5\u03af\u03bd \u03ba\u03b1\u03b9 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 Rosili.<\/li>\r\n \t<li>Social Media Marketing \u2013 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bc\u03b5 \u03bc\u03ad\u03c3\u03b1 \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae \u0394\u03b9\u03ba\u03c4\u03cd\u03c9\u03c3\u03b7\u03c2, \u03a3\u03c5\u03b3\u03b3\u03c1\u03b1\u03c6\u03ad\u03b1\u03c2: Tracy L. Tuten, Michael R. Solomon, \u039c\u03b5\u03c4\u03b1\u03c6\u03c1\u03b1\u03c3\u03c4\u03ae\u03c2: \u039c\u03b1\u03c1\u03af\u03b1 \u039a\u03c9\u03bd\u03c3\u03c4\u03b1\u03bd\u03c4\u03bf\u03c0\u03bf\u03cd\u03bb\u03bf\u03c5, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u0394\u03af\u03b1\u03c5\u03bb\u03bf\u03c2, 2016.<\/li>\r\n<\/ol>","bib_journals":"<ol>\r\n \t<li>International Journal of Interactive Multimedia and Artificial Intelligence.<\/li>\r\n \t<li>Journal of Interactive Marketing.<\/li>\r\n \t<li>International Journal of Internet Marketing and Advertising.<\/li>\r\n<\/ol>"},"_links":{"self":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3016"}],"collection":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course"}],"about":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/types\/course"}],"author":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/users\/6"}],"version-history":[{"count":22,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3016\/revisions"}],"predecessor-version":[{"id":4475,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3016\/revisions\/4475"}],"acf:post":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/staff\/1472"}],"acf:term":[{"embeddable":true,"taxonomy":"course_type","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type\/14"},{"embeddable":true,"taxonomy":"semester","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester\/67"}],"wp:attachment":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/media?parent=3016"}],"wp:term":[{"taxonomy":"semester","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester?post=3016"},{"taxonomy":"course_type","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type?post=3016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}