Digital Marketing for Networked Businesses

The marketing profession is subject to more and more new forces and developments. The most important of these forces over the past twenty years have been the explosive growth of the internet as a commercial platform and the development of information and communication technologies. The widespread adoption of the internet and new digital technologies by organizations, governments and the public has resulted in the increasing digitalization of people’s lives and in the development of vast social and business digital networks. The module will: • Introduce you to marketing in these kinds of technology-mediated environments; • Provide you with a thorough foundation for setting up, executing and controlling marketing activities in networked marketplaces; • Identify areas of business focus. Such processes require advanced skills and knowledge of e- commerce and social media strategies and the basic understanding of the technology context.