Strategic Digital Marketing and Management

Open to all candidates

No prerequisites

To develop a general understanding of marketing, why it is essential for all kinds of companies, and why strategic and tactical marketing are becoming more and more important these days.

Unit I

Core Concepts of Marketing:

• Concept, Meaning, definition, nature, scope and importance of marketing, Goods – Services Continuum, Product, Market, Approaches to Marketing – Product – Production - Sales – Marketing – Societal – Relational. Concept of Marketing Myopia, Holistic Marketing Orientation, Customer Value, Adapting marketing to new liberalised economy - Digitalisation, Customisation, Changing marketing practices.

Unit II

Market Analysis and Planning:

• Marketing information system, Strategic marketing planning and organization, Marketing environment, Controllable and uncontrollable factors affecting marketing decisions, Analyzing latest trends in Political, Economic, Socio-cultural and Technical Environment, Concept of market potential & market share. Nature and contents of Marketing plan.

Unit III

Characteristics of consumer and organizational markets, Buyer Behaviour, 5 step Buyer decision process. Meaning and concept of market segmentation, Bases for market segmentation, Types of market segmentation, Effective segmentation criteria, Evaluating & selecting Target Markets, Concept of Target Market, Positioning and differentiation strategies, Concept of positioning – Value Proposition & USP.

Unit IV

Product Decision - Concept of a product; Classification of products; Major product decisions; Product line and product mix; Branding; Packaging and labelling; Product life cycle – strategic implications; New product development and consumer adoption process.

Unit V

Price Decision - Concept, and Meaning of Price and Pricing, Significance of Pricing Decision, Factors affecting price determination; Pricing Methods and Techniques, Pricing policies and strategies; Discounts and rebates.

Unit VI

Place Decision - Nature, functions, and types of distribution channels; Distribution channel intermediaries; Channel management decisions, Marketing channel system - Functions and flows; Channel design, Channel management - Selection, Training, Motivation and evaluation of channel members;

Unit VII

Promotion Decision - Communication Process; Promotion mix – advertising, personal selling, sales promotion, publicity and public relations, other promotion mix elements. Media selection; Advertising effectiveness; Sales promotion – tools and techniques.

Learning Outcomes:

On successful completion of the course, the candidate will be able to:

1. Knowledge and understanding of the marketing role and basic marketing terminology.

2. Practice applied knowledge and use of techniques for internal and external analysis.

3. Generic cognitive skills: being able to apply the market research methods – quantitative and qualitative

4. Communication: present and convey information related to marketing concepts and apply them to real-world examples.

5. Autonomy and teamwork: exercise autonomy and initiative in some activities at a professional level and working with peers.

The online delivery blends synchronous and asynchronous components. Students complete self-directed assignments hosted on the course platform. Weekly Forums support a required active, rubric-based student contributions that foster collaboration.

Exams may include essays, short answers, or MCQs. Formats include open/closed book. Time zones are considered. Assessments are formative and summative. Students have 2 weeks to review grades and must follow the appeal process in the Student Handbook.

Certificate

The EBU ensures administrative and Tech support in an inclusive, accessible learning environment for all students, including those with disabilities or special needs. This policy applies to all students, staff, and learning spaces, full-or part-time.

To join the course, please follow these steps:

STEP 1: COMPLETE YOUR ONLINE PROFILE
Complete your online profile on the online campus. During this process, you will confirm your essential profile information to accept the offer.
Access the EBU scholarship online campus here https://connect.ebulux.lu/
Click the ‘Join EBU/Log In’ button on the homepage. You will need to create a new account.
During the Account creation process, you will be requested to indicate how you heard about the program and to select the partner organization on a drop-down list. If you found EBU by yourself, please simply write 'EBU' in these fields.
Please note as you create a new account, make sure to use a password you can easily remember.
After you create the account, open the link sent to your email for confirmation and then click continue.

STEP 2: COMPLETE THE COMMITMENT FEE PAYMENT
To enroll in the Autumn Term courses, go to the Certificate Enrolment page: https://connect.ebulux.lu/mod/page/view.php?id=48775
Select the course you would like to enroll in and click ‘Enroll Now’.
Select Payment Type and click proceed.
Enter card details to complete the commitment fee payment. Once you complete your application and commitment fee payment, you will be enrolled in your selected course and ready to commence.