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Digital Marketing (MNG234)

Course description

At the heart of marketing lies the consumer and their journey through the stages of awareness, intent, conversion and retention. In this elective course, we will learn how digital and new rules of media have transformed the interactions between businesses and consumers along this journey. The course is designed to get students to think like digital marketing professionals, to establish the habits for keeping up to date on emerging digital technologies and to provide the experience with industry-relevant assignments and exercises. Central to the hands-on orientation of the course is a client project where students will work in small groups with a company on their digital marketing efforts.

Course aim

The course aims at providing balanced and well-designed training in the principles of digital marketing. The syllabus provides a combination of theoretical knowledge and practical skills. By the end of this course, the students will be able to understand the core processes of planning, executing and measuring a digital marketing strategy by employing the major online channels.

Learning outcomes

  • The student is able to explain and apply the key terms, definitions and concepts relating to digital marketing.
  • The student can analyse and discuss the trends and critical issues brought on by digital technologies and how it affects business.
  • The student is able to work in a team, to present work results in written or oral form, to be able to argue decisions.
  • The student can understand the measures allowing to evaluate the digital marketing effectiveness.
  • The student can build an actionable digital strategy that aligns with organizational goals based on consumer and market insights.
Syllabus
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