4th International Summer School in e‑Business - eBiz2016

SCHOOL OF SCIENCES - Department of Information and Communication Systems Engineering

30 Jun 2016 to 5 Jul 2016

Syros

Ebiz2016 Schedule

Fourth Summer School in e-Business

30/06-05/07, Syros, Greece

Day 1 – Thursday 30 June

Speaker: Associate Professor C. Coursaris, Michigan State University

Topic: Web marketing essentials (4 hours)

1. Introduction to Web marketing (Display advertising, Google ads, Social media)

2. Email & hands-on exercise

Topic: Social media strategy (4 hours)

1. Social media community building strategy & action

2. Hands-on exercise: Developing a messaging and placement plan for a brand

Topic: Search Engine Optimization (4 hours)

1. On-site search engine optimization essentials for web sites (S.E.O.)

2. On-app search engine optimization essentials for mobile apps & app stores (A.S.O.)

3. Hands-on exercise: on-site optimization work for a web site

Topic: Digital & Social Media Marketing Channels(4 hours)

1. Landing properties compared: web sites, micro sites, blogs, mobile apps, budget, services & vendors costs, the value for money

2. Social media community building compared per social site: services & vendors costs, the value for money

3. Advertising campaigns compared: ads on display, Google, social, mobile, astroturfing, budget, services & vendors costs, the value for money

4. Hands-on exercise: set the budget for a brand for all available digital & social media channels

Topic: Mobile marketing (4 hours)

1. Mobile marketing A-to-Z

2. Mobile apps

3. Location based marketing

4. Hands-on exercise: mobile marketing strategy for a brand

Topic: Social media advertising (4 hours)

1. Facebook, Twitter and LinkedIn advertising

2. Social media case studies

3. Hands-on exercise: Social media advertising strategy