This course will combine theoretical and practical insights on strategic digital marketing. Developing a digital marketing strategy lies at the core of business success. Companies that are good in developing and managing their presence along various digital channels have a strategic advantage over their less “digitally savvy” rivals. Starting with the situation analysis, the course will cover the topics of online targeting and positioning and digital communication strategy development along the RACE communication framework. The course will offered be in a flipped classroom format. It will include online video materials along with practical sessions and project work. At the end of the course, the students will pitch their digital marketing plan.