Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The online macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 The impact of digital media and technology on the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the online customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance
11 Business-to-consumer digital marketing practice
12 Business-to-business digital-marketing practice

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