Content, progress and pedagogy of the module

This module aims to critically analyze and evaluate key concepts of digital marketing campaigns, focusing on the use of online platforms, social media, mobile technologies, and big data, while assessing their evolution in modern marketing practices. It fosters a deep understanding of current digital marketing platforms used by marketers and equips students with the skills to plan, design, and execute effective digital marketing campaigns. Additionally, the module emphasizes auditing and evaluating these projects, enabling students to critically assess their effectiveness against company objectives.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• Contemporary digital marketing theories, frameworks and web analytics
• applying digital marketing theories in practice. 
• comparing the digital marketing technologies
• Search engine optimization (SEO) and web design
• The strategic and operational aspects of web analytics tools and technologies such as artificial intelligence in creating new marketing levers.

Skills

The objective is that the student after the module possesses the necessary skills in:

• Identifying digital marketing solutions to problems in different contexts. 
• Critically analyzing key digital technologies, theories and conceptual frameworks.
• Creatively presenting and communicating ideas through a comprehensive digital marketing campaign. 

Competences

The objective is that the student after the module possesses the necessary competences in:

• Reflecting on different digital marketing strategies and critically analyzing them using digital marketing frameworks and theories.
• Critically discussing pros and cons of different digital marketing platforms.
• Auditing digital marketing campaigns and proposing optimization plan based on digital marketing theories and data analytics.

Exam

Exams