Lectures In Advanced Digital Marketing

Abstract

The lecture series “Lectures on Advanced Digital Marketing,” prepared by Dr. Osmani Sofiane at the University of Sétif 1, constitutes an advanced academic reference designed for third-year undergraduate students specializing in Marketing. It aims to provide an integrated theoretical and practical framework for understanding the transformations that marketing has undergone within the digital environment. The material emphasizes the shift from traditional marketing to digital marketing, highlighting the role of technology and changes in consumer behavior in reshaping organizational strategies. The lectures address the core concepts of digital marketing and its main channels—such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), content marketing, and social media—while analyzing the advantages of these channels and the challenges associated with their implementation. Strategic dimensions are also emphasized through the formulation of SMART objectives, customer journey analysis, and digital campaign planning. From an applied perspective, the publication examines digital measurement and analytics tools, particularly Google Analytics, multi-channel attribution models, as well as email marketing strategies, digital advertising, and marketing performance optimization. The lecture series concludes by exploring the future of digital marketing in light of artificial intelligence, machine learning, augmented and virtual reality, and voice marketing, supported by case studies and applied projects.