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Digital Marketing
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To develop high-skilled marketing and communication specialists which successfully manage marketing tools in both traditional and digital environments.
Learning outcomes:
Will be able to systematize and critically evaluate the theoretical knowledge and models of digital marketing.
Will be able to plan working time and effectively manage it in digital marketing tasks.
Will be able to understand the problems of digital marketing, reformulate them into work tasks and make innovative decisions, assessing the possible ethical consequences.
Working individually and in groups, they will be able to analyze digital marketing situations, identify problems and look for innovative solutions.
Will be able to communicate smoothly and persuasively in writing and orally with marketers, discuss current issues of digital marketing practice and theory.
Will know the most important marketing theories and models, will be able to systematically evaluate digital marketing phenomena under conditions of uncertainty.
Will know the theories and models of consumer behavior, will be able to apply them for analysis of consumer behavior in the Internet space.
Will know the characteristics of individual marketing elements and will be able to integrate the elements to solve complex digital marketing problems.
Will be able to select and analyze scientific studies, critically evaluate their results and apply them to solve digital marketing problems.
Will be able to process and interpret research results, apply various data analysis methods, make decisions when there is no detailed and defined information.
Will be able to apply research-based knowledge of marketing areas, critically evaluate marketing communication campaigns in the online space.
Will be able to analyze user behavior and formulate a communication message in the digital space for the target audience.
Will be able to choose the most appropriate digital marketing strategies and tools to solve complex marketing challenges in a new and unfamiliar environment.
Activities of teaching and learning:
Studies are organized using the following forms of study: problem-based learning, interactive lectures, discussions, case studies, group project preparation and presentation, an independent study of materials, consultations, group and cross-discussions, creative workshops/simulation, preparation of scientific work.
Methods of assessment of learning achievements:
A cumulative assessment system is used. Tests, evaluations of individual case analyzes and presentations, evaluations of group projects, activity in seminars, public defence of master's thesis, creation and presentation of creative communication strategy are used to evaluate study results.
Framework:
Study subjects (modules), practical training:
Marketing Management, Digital marketing tools, Consumer behavior in the Internet, Communication channels in marketing, Methods for data collection and analysis, E-commerce, Integrated marketing communication, Digital marketing strategies and planning, Master theses.
Specialisations:
-
Optional courses:
During their studies, students can choose from the following electives: Innovation and Change Management, Strategic Brand Management, Mobile Marketing, Pricing, Creative Message, and Web and Social Media Analytics.
Distinctive features of a study programme:
The degree program is a practical master's program designed to develop digital marketing skills. Subjects are taught consistently, with lectures and seminars taking place intensively every other Thursday-Saturday.
Access to the professional activity or further study:
Access to professional activity:
Graduates can successfully work in corporate marketing departments, especially in areas such as retail, media, financial and insurance services, real estate and information technology business, tourism, as well as research and consulting companies, telecommunications and online development companies.
Access to further study:
Opportunity continue studies in the social sciences PhD.
