Digital Marketing
#KAMA 18

SPRING SEASON

Enrollment

until April 1

duration

16 weeks of full-time and distance lectures and practice, 4 weeks to prepare the final project
2-3 classes on weekdays from 19:30 to 21:30, on Saturday from 12:00

Coast

if paid before January 1 - ₴ 30,000 (or ₴ 7,000 five payments )
if paid in installments - ₴ 32,000 (or ₴ 7,500 in five payments)

DIGITAL MARKETING IS A RELATIVELY NEW FIELD THAT IS RARELY PROFESSIONALLY TAUGHT. IN THE DIGITAL WORLD EVERYTHING IS VERY QUICKLY CHANGING, THEREFORE, IT IS NECESSARY TO CONSTANTLY DEVELOP SKILLS, TO BE IN THE KNOW OF NEW TOOLS AND TRENDS.

This course will provide basic knowledge in digital marketing and will help those who want to get comfortable in the digital world. Brand managers will understand how to promote their brands online, what you need to know about digital as an effective communication channel, how to evaluate the effectiveness of advertising campaigns, and what to expect from agencies.

Those who want to work in the digital industry, but do not yet feel sufficient knowledge in this area, will receive a decent base to apply for the positions of media planners, strategists, analysts, art directors, or digital creators in creative, media, and digital agencies.

will be interesting to:

  •     Business owners who want to understand how to promote their brands in digital
  •     SMM managers and content creators
  •     Marketing and brand managers who want to understand how to promote their brands in digital, evaluate the effectiveness of advertising campaigns and understand what to expect from agencies
  •     Strategists, analysts, media planners working in creative, marketing and digital agencies
  •     But it will be interesting and useful for anyone who wants to get expertise in marketing

Program

  1. Digital strategy

    Defining the challenge for digital communication. The position of the product/brand on the market, its recognition, distribution, sales channels, etc.: how these factors influence the communication strategy and how they determine the need for communication in digital → Digital Marketing Strategy: Necessary Conditions and Place in the Overall Marketing Strategy → Consumer Decision Journey as the basis of a digital strategy → Determination of key performance indicators at each stage of the CDJ, monitoring and analysis tools

  2. Creative in digital

    Creative techniques → Strategy implementation in creative → Features of digital design → Digital copywriting

  3. Social Media Marketing

    SMM strategy. Her role in the overall marketing strategy of the brand → Features of the audience and work with Facebook & Instagram → Features of the audience and work with Youtube → Paid media capabilities and internal social media metrics, performance metrics → Optimization and automation of advertising campaigns → SMM trends

  4. Digital media

    Internet as a media channel Digital media market overview → Digital media ecosystem (Owned, Paid, Earned Media) and KPIs → Image campaigns and performance campaigns → Google Media Tools (Search, GDN, Youtube) → Web analytics → Research

  5. Project Management & Digital Production

    Introduction to the course: general information about developments → Platform types and technologies → Development stages and all components of the project, the roles of the participants → The project through the eyes of the client: internal procedures, expectations, efficiency

  6. E-Commerce

    Unit economics and attribution models → Client segmentation and Digital Data Layer. Personalization at different stages of the sales funnel → Case Study: cases in e-commerce → Self-education in Digital Marketing

  7. Practice

    Modular practice → Final project with teamwork on a real client brief

Practice

Modular practice and a diploma project with teamwork on a real client brief.

Within each module of the Digital Marketing course, students work on practical tasks. The Digital Strategy module prepares business analysis and explores the path of the consumer and the specifics of their behavior in digital channels. Creative practice involves working with texts and creative ideas.

The Social Media Marketing module will provide an opportunity to get practice in working with an advertising office, understand the specifics of each social network Facebook, Instagram, YouTube, TikTok and develop an SMM-strategy for a real client.

In the Digital Media module, we will learn to understand Google Analytics and GoogleAds, build media plans, evaluate the effectiveness of advertising campaigns and in practice develop a media strategy. And at the end of the course, students will work with a brief from a real client and prepare a brand strategy in digital and a creative idea for a 360 advertising campaign.