Study Guide

Objective

Having completed this study unit

- You know the principles of digital marketing.
- You understand various concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behavior in digital marketing.
- You know the role of strategic digital marketing planning in a company and learn different digital marketing tools and channels.
- You know how to use marketing analytics tools
- You understand the responsible digital marketing as well as legal perspectives of digital marketing.
- You know how to edit photos and understand the different purposes for photo editing.
- You know how to utilize artificial intelligence in digital marketing and know the challenges related to it

Content

- Principles of digital marketing
- Concepts of service-dominant logic (SDL)
- Value creation and value co-creation in marketing and trends of consumer behavior in digital marketing
- Strategic digital marketing plan, digital marketing tools and channels
- Marketing analysis tools
- Responsible and legal perspectives of digital marketing
- Photo editing and it’s purposes
- Artificial intelligence in digital marketing