The aim of the course is:

The aim of this course is to help students understand what Digital Marketing is, how it works and how it can help them optimize their marketing campaign by leveraging the challenges, techniques and tools of Digital Marketing. The combination of ICT & digital technologies and their various possibilities leads to a very wide range of options that come to enrich and reshape the strategy, development policy and the mix of Digital Marketing.

Upon successful completion of the course, the student will be able to:

• focus on the specific features of Digital Marketing development and promotion techniques
• distinguish the different types of online advertising
• understand how to apply the different types of digital projection
• distinguish the advantages and disadvantages of banners, popups, text-ads, flash ads & rich advertising media, 3D Visualization, advertorials, native advertising, online sponsorship
• understand SEO / SEM Search Engine Optimization
• manage paid search engine marketing campaigns.
• distinguish between different forms of media & digital projection techniques with application examples.
• understand email display formats.
• understand the methods and techniques of personalization & recommendations.
• give relevant examples of these applications

General Competences:
Adapting to new situations Decision-making
Working independently Teamwork
Working in an international environment Working in an interdisciplinary environment Production of new research ideas Teamwork Project planning and management
Respect for difference and multiculturalism Respect for the natural environment
Showing social, professional, and ethical responsibility and sensitivity to gender issues Criticism and self-criticism
Production of free, creative and inductive thinking