Study Guide

Objective

Students are able to explain the most important forms of digital marketing. They will be able to promote business online using a variety of channels, e.g. search, social, video, e-mail, and display. Students are able to use different marketing tools, a.o. photo editing and publishing software.

Students will be able to recognize the opportunities of social media in business and marketing communication. Students will be competent in producing texts in social media and using social media as a channel of business communication and marketing.

Students will learn to analyze target customers' media habits and purchasing decision process in digital media. Students will be able to choose relevant media channels and communication style according to customer needs and marketing budget. Students will learn to analyze return on media investment and follow competitors' digital marketing strategies.

Content

- Definitions and terminology
- Social media channels
- Different ways to use social media in business communication and marketing
- Digital marketing tools
- Digital marketing software
- Understanding target customers’ media habits
- Target customers’ purhasing decision process
- Relevant media selection and marketing budget

Materials

Material provided by teachers (teaching material, online articles and previous research, statistics).

Teaching methods

Lectures, flipped learning, individual work, group work

Exam schedules

No exam.

Student workload

16 hours of lectures and workshop. 4 hours for presentation. 2h for exam. 113 hours of self study. Total of 4 ECTS.

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student knows the basics of digital marketing, social media and different online marketing tools, but needs help in applying them in practice.

Assessment criteria, good (3)

The student knows well digital marketing, social media and different online marketing tools and can apply some of them in practice. The student knows the basics of digital marketing, social media and different online marketing tools, but needs help in applying them in practice.

Assessment criteria, excellent (5)

The student is capable of planning the digital marketing, social media and the use of online marketing tools and is capable of using them in practice. The student can analyze and develop digital marketing.

Assessment methods and criteria

Assessment for class participation (class attendance) 25%, class exercises 25%, class project 25% and exam 25%

Qualifications

Basic Studies of Bachelor of Business Administration