Lecturer(s)
|
|
Course content
|
- Online marketing in the modern age - Planning and Strategy in Online Marketing - Building a website. Inhouse and Outsourcing. - Copywriting - Search - SEO - Display Ads, PPC, Remarketing - Content Marketing - Email Marketing - Affiliate Marketing - Social Media Marketing - Analytics, Measuring Performance and Results in Online Marketing
|
Learning activities and teaching methods
|
Dialogic (Discussion, conversation, brainstorming), Activating (Simulation, games, dramatization), Exercises on PC, Practice exercises, Teamwork
- Participation in classes
- 30 hours per semester
- Preparation for course credit
- 30 hours per semester
- Home preparation for classes
- 30 hours per semester
|
prerequisite |
---|
Knowledge |
---|
Basic knowledge of marketing. C1 level of English according to the Common European Framework of Reference for Languages. |
Basic knowledge of marketing. C1 level of English according to the Common European Framework of Reference for Languages. |
learning outcomes |
---|
The student understands basic terminology, concepts and activities related to online marketing. The student is able to understand a web creation process, e-shop creation, the student understands the role of search engines, social platforms, paid advertising, content marketing, emailing, work with visitor/customer in the online environment. The student understands the basics of measuring and evaluating effectiveness in online marketing. |
The student understands basic terminology, concepts and activities related to online marketing. The student is able to understand a web creation process, e-shop creation, the student understands the role of search engines, social platforms, paid advertising, content marketing, emailing, work with visitor/customer in the online environment. The student understands the basics of measuring and evaluating effectiveness in online marketing. |
teaching methods |
---|
Practice exercises |
Practice exercises |
Teamwork |
Teamwork |
Dialogic (Discussion, conversation, brainstorming) |
Exercises on PC |
Activating (Simulation, games, dramatization) |
Activating (Simulation, games, dramatization) |
Exercises on PC |
Dialogic (Discussion, conversation, brainstorming) |
assessment methods |
---|
Conversation |
Conversation |
Analysis of the student's performance |
Analysis of the student's performance |
Recommended literature
|
-
Guillebeau, Chris. The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Futur. Currency, 2012. ISBN 978-0307951526.
-
Kotler, Philip T., Gary Armstrong. Principles of Marketing. Pearson, 2017. ISBN 978-0134492513.
|