October 1, 2022
16 weeks of full-time and distance lectures and practice lessons, 4 weeks to prepare the final project
2-3 classes on weekdays from 19:30 to 21:30, on Saturday from 12:00
full payment in advance - ₴ 32 000
installment payment - ₴ 37 500 (in five ₴ 7 500 payments)
DIGITAL MARKETING IS ONE OF THE MOST VERSATILE FIELDS AS IT REFLECTS THE FAST DYNAMICS OF TECHNOLOGICAL DEVELOPMENT. FOR THIS REASON, CONSTANT IMPROVEMENT OF PROFESSIONAL SKILLS IS A MUST FOR THOSE WHO WANT TO STAY ON THE INDUSTRY FRONTLINE, UNDERSTANDING ITS TRENDS AND USING NEW TOOLS EFFICIENTLY
This course will provide you with basic knowledge on digital marketing and help you get comfortable in the digital world. You will learn to promote brands online, use digital as an effective communication channel, evaluate the effectiveness of advertising campaigns and figure out what to expect from agencies.
Those who want to work in the digital industry, but do not yet have sufficient knowledge in this area, will acquire it in this course. Graduates will be able to apply the learned skills and theory at the positions of media planners, strategists, analysts, art directors, or digital creators in creative, media and digital agencies.
The program will be interesting to:
- Business owners, marketing and brand managers who want to understand how to promote their brands in digital who want to understand how to promote their brands online
- SMM managers and content creators
- Marketing and communications managers who want to know how to evaluate the effectiveness of advertising campaigns and understand what to expect from agencies
- Strategists, analysts, media planners working in creative, marketing and digital agencies
- Anyone who wants to get expertise in marketing
Defining challenges of digital communication. The place of a product/brand on the market, its recognition, distribution, sales channels: how these factors influence the communication strategy and determine the need for communication in digital → Digital marketing strategy: necessary conditions and role in the general marketing strategy → Consumer Decision Journey as the basis of a digital strategy → Defining key performance indicators at each stage of the CDJ, monitoring and analysis tools
Creative in digital
Creative techniques → Strategy implementation in creative → Features of digital design → Digital copywriting
Social Media Marketing
SMM strategy, its role in the brand's general marketing strategy → Features of the audience and work with Facebook, Instagram and YouTube → Paid advertising capabilities and internal social media and performance metrics → Optimization and automation of advertising campaigns → SMM trends
Internet as a media channel → Digital media market overview → Digital media ecosystem (Owned, Paid, Earned Media) and KPIs → Image building and performance campaigns → Google media tools (Search, GDN, YouTube) → Web analytics → Research
Project management and digital production
Introduction to the course: general information about the developments → Platform types and technologies → Project development stages and components, participants roles → Project in the eyes of a client: internal procedures, expectations, efficiency
Unit economics and attribution models → Client segmentation and Digital Data Layer. Personalization at different stages of the sales funnel → Case studies → Self-education in digital marketing
Module practice → Final project based on a real client brief
Module practice and a diploma project based 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 consumers and the specifics of their behavior in the digital world. Creative practice involves working with texts and creative ideas.
The Social Media Marketing module will provide an opportunity to work with an advertising office, understand the specifics of Facebook, Instagram, YouTube and TikTok and develop an SMM-strategy for a real client.
In the Digital Media module, we will learn to use Google Analytics and GoogleAds, build media plans, evaluate the effectiveness of advertising campaigns and develop media strategies. At the end of the course, students will work on a brief from a real client and prepare a brand strategy in digital along with a creative idea for a 360 advertising campaign.