IB/CM 340 - Digital Marketing, E-Commerce and Communication

In recent years digital technology has exerted a transformative impact on the economy, society, and industry, where entire sectors have been disrupted in just a few years. This course offers a comprehensive exploration of digital transformation and its profound impact on industries, consumer behavior, and, more specifically, on marketing communications. Beginning with an introduction to Integrated Marketing Communications (IMC), students will learn how coordinated and consistent messaging across multiple digital platforms can amplify brand impact. The curriculum examines major players in the tech industry (such as Amazon, Apple, Meta) as well as disruptive platforms (such as Airbnb and Uber) that have introduced innovative business models. With the rise of Industry 4.0, automation and artificial intelligence are revolutionizing manufacturing and B2B markets, while social media has become a primary
information source for billions, exerting unprecedented influence. Recently, digital advertising has surpassed traditional TV ad spending worldwide, underscoring the increasing preference for digital channels among advertisers aiming to reach their target audiences effectively. Meanwhile, the omnichannel approach is merging e-commerce with brick-and-mortar retail, and digital influencers are now key players in shaping consumer behavior.

Emphasis is placed on essential digital marketing strategies, including Search Engine Optimization (SEO), Search Engine Marketing (SEM), Consumer Brand Engagement (CBE), social media management, content marketing, and Pay-Per-Click (PPC) advertising. These topics will equip students with the knowledge to develop and implement consistent digital communication strategies. Through case studies, individual and group projects, students will examine and acknowledge the latest trends and tools in the digital marketing landscape. Artificial intelligence, influencer marketing, and omnichannel approaches will be explored and discussed, enhancing students’ understanding of IMC as a core component of modern digital strategy. The course also emphasizes an analytical approach to digital marketing trends, evaluating current Internet, mobile, and multimedia campaigns to predict future trends. Students will work on individual and group projects that emphasize the integration of emerging media channels into consistent communications
strategies, preparing them to develop and implement digital strategies aligned with modern consumer behavior and industry trends.