Web Marketing Tools (3cr)

Objective

Students are able to explain the most important forms of web (online) marketing. They will be able to promote business online using a variety of channels, e.g. search, social, video, e-mail, and display.

Content

- Definitions and terminology
- Web marketing strategy
- Websites
- Foundations of analytics
- Search engine optimization
- Search and display marketing
- Social media marketing
- Video marketing
- Email marketing
- Content marketing
- Mobile marketing

Qualifications

ICT skills

Assessment criteria, satisfactory (1)

Students are able to define the concepts and tools of web marketing. They need support in using web marketing tools.

Assessment criteria, good (3)

Students are able to define the concepts and tools of web marketing. Students are able to implement web marketing using the most common tools. Students are able to pay attention to results of web marketing tools.

Assessment criteria, excellent (5)

Students are able to define the concepts and tools of web marketing. Students are able to plan and implement web marketing using different tools. Students are able to assess the results of web marketing in business.