Digital Marketing

Course Purpose and Objectives

The course “Digital Marketing” aims to introduce students to the exciting world of digital marketing, providing the fundamental knowledge and skills required for the effective promotion of products/services in the digital environment. Through the course modules, students will develop the ability to design and execute integrated digital strategies that respond to the demands of modern entrepreneurship.

The course offers a comprehensive understanding of the strategies and techniques needed to develop successful digital campaigns. The objectives of the course include:

• Introduction to the concept of digital marketing
• Analysis of the digital audience, identification of the needs and preferences of the digital customer, and creation of a customer journey map
• Examination of marketing strategies and techniques necessary for effective promotion in digital environments
• Understanding the importance of content in digital marketing
• Studying the value of social media and ways to promote effectively through them
• Exploration of popular advertising tools such as Google Ads

Learning Outcomes

Upon completing the course, students will be able to:

• Analyze the digital customer, identifying their needs, behaviors, and preferences in order to create strategies that respond to them — including designing customer journey maps and buyer personas
• Design and implement integrated digital marketing strategies, taking into account different media, platforms, and promotional techniques
• Create content that reflects the needs of digital audiences, using appropriate tools and techniques
• Use effectively a wide range of social media platforms and advertising tools such as Google Ads and Email Marketing

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