1636 Digital Marketing

1636 Digital Marketing

  • Study programme and level: Professional degree programme Administration 1nd Cycle
  • 2nd or 3th year
  • 6 ECTS
  • Course type: Elective
  • Lectures: 30
  • Other forms of study: 90
  • Individual work: 60
  • Lecturer: Tina Jukić, PhD


1. Objectives and competences


  • 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


  • 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

2. 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

3. Readings

    • Levy, C. A. (2020). Facebook marketing for business 2020 & online strategies (izbrana poglavja).
    • Odabasi, K. (2019). Digital Marketing Strategies: Ultimate Guide to SEO, Google Ads, Facebook & Instagram Ads, Social Media, Email Newsletters (izbrana poglavja). ISBN 9781793365866.
    • Adams, R. L. (2015). SEO 2016 : learn search engine optimization. Milton Keynes : Lightning Source.
    • Kothand, M. (2019). 300 Email Marketing Tips: Critical Advice And Strategy To Turn Subscribers Into Buyers & Grow A Six-Figure Business With Email. ISBN: 1098935470.
    • Vsebine v e-učilnici. / Content in the e-learning environment (Moodle).

    4. Intended learning outcomes


    • Describes and compares digital marketing fields and its potentials
    • Defines and prepares (for specific scenarios) elements of search engine optimization (SEO)
    • Selects and uses suitable social networking site for marketing of specific organization/product/service
    • Evaluates the quality of selected digital marketing approaches
    • Uses tools for digital marketing
    • Inteprets key web analyitics results

    5. Learning and teaching methods

    • Student preparations for lectures
    • Lectures
    • Practical work in computer laboratory 
    • Case study
    • Seminar paper

    6. Assessment

    • Written or/and oral exam (60%)
    • Seminar paper with presentation (40%)

    Seminar paper has to be submitted before the exam.