Course goals
The course aims at providing balanced and well-designed training in the principles of digital marketing, especially focusing on inbound and outbound marketing, various online platforms, tools and techniques, such as Google, social networks, and influencers. A particular focus will be given to tracking success in digital marketing and growth hacking, as a new field in marketing focused on growth.
The syllabus is 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 and executing a digital marketing strategy by employing the major online channels and be able to apply growth hacking techniques in developing their business ideas.
Course results
- The student is able to explain and apply the key terms, definitions and concepts relating to digital and social marketing.
- The student can analyze and discuss the trends and critical issues brought on by digital technologies and how it affects business.
- The students are able to identify the best tools to manage and measure the performance of social and digital media content and campaigns.
- The student can build an actionable digital strategy that aligns with organizational goals based on consumer and market insights.
- The students can assess the ethical and legal environment in which social and digital media operates.
- The students can understand the principles of engaging content for different social and digital media channels.
