Digital marketing technologies

Theoretical classes

Theoretical foundations of digital marketing: stakeholder relationship management, holistic marketing, relational marketing. Digital marketing strategies. Digital marketing in e-business ecosystems. Customer data platform. Omnichannel marketing. Channels and techniques of digital marketing. Marketing in IT ecosystems. Social computing. Social computing models. Application of social media in business. Trade on social media. Social CRM. Analysis of data from social networks. Video marketing. Multimedia streaming services over the Internet and new models of advertising, over-the-top advertising. Digital marketing metrics. Business intelligence and big data analytics in digital marketing. User experience management. Recommendation systems in digital marketing. Loyalty programs. Application of blockchain technologies in digital marketing, application in advertising, loyalty programs, social media. Development of personalized services. Mobile services and applications in digital marketing. Advertising in mobile applications. Real time marketing. Marketing based on location and IoT services. Social IoT. Crowdsourcing. Application of artificial intelligence in digital marketing.

Practical teaching:

Implementation of digital marketing strategies. Implementation of omnichannel approach. Implementation of digital marketing techniques in e-business ecosystems. A / B testing. Advanced SEO techniques. Advanced Google services in digital marketing. Campaign automation. Advanced CRM services. Salesforce. Application development on the Salesforce platform. Stack marketing technology. Mobile marketing. Application of Firebase platform and services in mobile marketing. Social networking services and applications. Analysis of data from social networks. Big data analytics in digital marketing. Development of advanced chatbots on the VirtualSpirits platform. Application of ubiquitous technologies in digital marketing.

The aim of this course is to acquaint students with the role, technologies and techniques of digital marketing and social media in complex ecosystems of electronic business..

Students are trained to define and implement digital marketing strategies, develop services and applications based on advanced web, mobile and ubiquitous technologies.

1. B. Radenković, M. Despotović-Zrakić, Z. Bogdanović, D. Barać, A. Labus, Electronic business, ISBN 978-86-7680-304-0; Faculty of Organizational Sciences, Belgrade, 2015
2. B. Radenković, M. Despotović-Zrakić, Z. Bogdanović, D. Barać, A. Labus, T. Naumović, Internet marketing and social media, Faculty of Organizational Sciences, 2019, textbook in preparation
3. Milovanović, S., Bogdanović, Z., Labus, A., Barać, D., & Despotović-Zrakić, M. (2019). An approach to identify user preferences based on social network analysis. Future Generation Computer Systems, 93, 121-129, ISSN 0167-739X,https://doi.org/10.1016/j.future.2018.10.028
4. A. Rocha, J.L. Reis, M.K. Peter, Z. Bogdanović (Eds), Marketing and Smart Technologies, Proceedings of ICMarkTech 2019, Springer, 2020, DOI: 10.1007 / 978-981-15-1564-4
5. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. 7th edition. Pearson UK, ISBN: 1292241578.
6. Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, ISBN 0749484225.
7. Russell, M., & Klassen, M. (2019). Mining the Social Web: Data Mining Facebook, Twitter, LinkedIn, Instagram, GitHub, and More, 3.edition, O’Reilly Media; 3rd edition, 2019. ISBN 1491985046.
8. Materials in e-form, from the e-learning portal www.moodle.elab.fon.bg.ac.rs.