1656 Digital Marketing
Content
- What is marketing?
- Types of marketing and specificities of digital marketing
- Definition of digital marketing
- Key areas of digital marketing
- Search engine optimization (SEO)
- Introduction to search marketing (»pay-per-click« marketing)
- Retargeting and remarketing
- Introduction to social media marketing
- Introduction to e-mail marketing
- Introduction to digital marketing strategy
- Digital marketing tools
- Basics of web analytics
Objectives and competences:
Student:
- Understands the role of specific elements of web-site optimization for search engines (SEO)
- Understands key principles of search marketing
- Recognizes marketing potentials of social media and e-mail
- Is acquainted with key web analytics indicators
- Is acquainted with digital marketing tools
Competences
- Ability to select appropriate digital marketing channels for specific organization
- Ability to actively participate in the digital marketing strategy development
- Ability to critically evaluate digital marketing approaches