3 (3-0-6)

This course is designed in order to meet the marketing strategies in modern world, using digital media. Throughout the course, students will explore digital marketing tools such as search engine optimization (SEO), email marketing, online advertising, paid search marketing, web analytics, social media marketing, viral marketing, online reputation management, and mobile marketing. Class assignments will be conducted to gain knowledge on how to plan a successful digital marketing campaign, and what are the practical issues, steps to follow and finally to analyze the efficiency of digital marketing campaigns for selected products and services.

Laboratory sessions are to be conducted with the Search-engine Optimization (SEO) topic using universities website, and considering functionality of Google analytics accounts. Students are able to work with page tags, key words, as well as the structure of a website for SEO, running SEO audits, blogs, and use of social media etc.

Pre-requisite: Information Technology/Computer for Studies and Work/ or Lecturer’s Recommendation confirming the ability to use internet/computers