New Media Marketing

Digitalization is becoming more and more important and companies tend to accept new media and technologies in order to expand their business and communication to their existing consumers. This course focuses on the role of new media in marketing. We will analyze the importance of internet, mobile telecommunication and computer animations.

The possibility of promotional use will be explained for each of these new media, but special attention will be given particularly to the Internet as the strongest and most significant modern medium. Similarly, most of our efforts will go to analyzing promotion as one of the four (seven) elements of the marketing mix. During the course we will talk about various types of electronic and on-line advertising (sponsored links on search engines, banners, contextual advertising, e-mail marketing etc.), and website and search engine optimization.

We will discuss corporate blogs, RSS, SMS, podcasts, newsletters, and social networks (Facebook, Twitter, LinkedIn, etc.). We will go over many interesting examples of how new media can be applied in everyday business and communication with the target market. Finally, we will look at the various possibilities of the Internet (personalized services, real-time communication with stakeholders, receiving orders, sales and payments, market research etc.).

Period
27-06-2011 - 15-06-2011 (-1 weeks)

Target group
Business administration students and students form the fields of journalism (mass media) and communication.

Course aim
Definition of the concept of electronic and Internet marketing, opportunities and limitations of new media through practical examples, showing specific ways of using new media in promotion, understanding the interplay between new and traditional media in a successful marketing strategy, provide ability to analyze the use of new media in students own environment, familiarize the participants with the literature (books, e-books, websites, newsletters, etc.) relevant for new media marketing.

Credits
6.0 ECTS credits

Course fee
EUR 1: The fee includes this course and the course of Croatian studies for free with all course and study materials. One day and one weekend trips to different parts of Croatia are also included in the price.

Course leader
Ana Babic, MBA, Lecturer at Zagreb School of Economics and Management, doctoral candidate at HEC Paris

Zagreb School of Economics and Management Economics and management
Address: Jordanovac 110
Postal code: 10000
City: Zagreb
Country: Croatia
Website: http://summerschool.zsem.hr/
E-mail: akustrak@zsem.hr
Phone: +3852354147