AGRICULTURAL
UNIVERSITY OF ATHENS
Department of Agribusiness
& Supply Chain Management

5601 - Digital Marketing

Content

  1. Digital marketing and digital economy
  2. Digital customer - customer experience - customer travel map
  3. Digital marketing compliance with the General Data Protection Regulation (GDPR)
  4. Digital Marketing development & promotion techniques
  5. Design and development of an online presence
  6. Content ́ content marketing and content development strategy
  7. Search Engine Optimization - SEO
  8. Search advertising / pay per click
  9. Social media MKT - social media MKT
  10. Mobile marketing & APPS
  11. Analytical digital marketing and internet
  12. Neuromarketing - eye tracking
  13. Innovative Digital Marketing Models
    A combination of teaching and learning methods will be used, aiming at the active participation of the students and the practical application of the thematic units under examination; there will also be lectures using audiovisual media, discussions, and analyses of case studies on real business issues, experiential (group) activities, as well as projections of relevant videos. The students will also undertake an individual or group project. Furthermore, articles, audiovisual lecture materials, web links/addresses, useful information, case studies and exercises for further practice are posted in digital form on the AUA Open e-Class platform

Learning results

The aim of the course is:

The aim of this course is to help students understand what Digital Marketing is, how it works and how it can help them optimize their marketing campaign by leveraging the challenges, techniques and tools of Digital Marketing. The combination of ICT & digital technologies and their various possibilities leads to a very wide range of options that come to enrich and reshape the strategy, development policy and the mix of Digital Marketing.

Upon successful completion of the course, the student will be able to:

  • focus on the specific features of Digital Marketing development and promotion techniques
  • distinguish the different types of online advertising
  • understand how to apply the different types of digital projection
  • distinguish the advantages and disadvantages of banners, popups, text-ads, flash ads & rich advertising media, 3D Visualization, advertorials, native advertising, online sponsorship
  • understand SEO / SEM Search Engine Optimization
  • manage paid search engine marketing campaigns.
  • distinguish between different forms of media & digital projection techniques with application examples.
  • understand email display formats.
  • understand the methods and techniques of personalization & recommendations.
  • give relevant examples of these applications

Bibliography

Suggested Bibliography in Greek Language:
● Βλαχοπούλου Μάρω, “Ψηφιακό Μάρκετινγκ”, Εκδόσεις Rosili (2019)
● Σιώμκος Ι. Γ., Μαύρος Α. Δ. “Έρευνα Αγοράς” Εκδόσεις Λιβάνης (2015)
● Πετρόπουλος, Φ., and Β. Ασημακόπουλος. "Επιχειρησιακές προβλέψεις." Αθήνα: Εκδόσεις Συμμετρία (2011).
● Πολυχρονόπουλος, Γεώργιος Ι., and Κωνσταντίνος Β. Ρόντος. "Εργαλεία και τεχνικές λήψης επιχειρησιακών αποφάσεων." (2015).
Suggested Bibliography in English Language:
● Denault, Jean-Francois, “The handbook of market research for life science companies: finding the answers you need to understand your market.” (2017).
● Ferrucci, F. (2013). Pro-active Dynamic Vehicle Routing: Real-time Control and Request-forecasting Approaches to Improve Customer Service. Springer Science & Business Media.
Related academic Journals:
● Journal of Innovations in Digital Marketing
● International Journal of Online Marketing
● Journal of Digital & Social Media Marketing
● International Journal of Internet Marketing and Advertising
● Journal of Digital & Social Media Marketing
Instructor's Notes

Faculty

2262022569
D.Sakas@aua.gr
DDr. Damianos Sakas is a Professor at the Agricultural University of Athens. In the […]

NEWSLETTER

The Department was created in 2019 (article 20, Law 4589/2019) and is an evolution of the Supply Systems Management Department (D.S.E.). Housed in a 770 sq.m. building. within a plot with a total area of 8,000 sq.m. in facilities with extensive research and teaching spaces.
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