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Digital Marketing
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To educate a highly qualified specialist, of digital marketing who is able to apply contemporary marketing knowledge, to think creatively and critically, in solving theoretical and practical problems in digital marketing, to use digital technologies, to create integrated purposeful and measurable communication and to effectively manage digital marketing tools and to continuously improve their professional competences through lifelong learning.
Learning outcomes:
1. Knows digital marketing theories and legal regulation of activities.
2. Knows digital marketing communication theories and legal regulation of activities.
3. Identifies digital marketing problems and finds optimal, legally and ethically reasoned solutions.
4. Carries out research and analyzes consumer needs, prospective customer groups, customer loyalty and sales volume.
5. Evaluates the effectiveness of digital marketing in regard to consumers and business.
6. Creates added value of digital marketing in the company.
7. Prepares digital marketing communication plans and strategies to meet the objectives of a company.
8. Manages digital marketing communication tools and dissemination channels.
9. Communicates in mother and foreign language tongues in spoken and written modes in professional environment.
10. Applies professional knowledge to organizing one’s own work and that of divisions working independently and in a team.
Activities of teaching and learning:
(The study programme) is oriented to the development of generic and specialist competences and creativity: lectures, seminars, discussions, individual and group projects, practice, case studies, public presentation and defense of projects, mind-maps, problem - solving reading, writing articles, information search and systematizing, etc.
Methods of student achievement assessment:
The assessment of the learning outcomes of the study programme is carried out during the semester and the examination session applying a cumulative assessment system. During the semester, the learning outcomes are assessed by means of interim assignments: tests, individual and group projects, case studies, information search and systematizing, discussions, essays, independent creative tasks, seminars, term papers, practice reports, examinations, final projects and / or qualifying exams.
Framework:
Study subjects (modules), practical training:
Study subjects (111 credits): Psychology of Communication, Business Ethics, Economics, Marketing, Consumer Behaviour Online, Creativity Development, Business Communication, Professional Foreign Language 1 (English, German), Graphic Design and video technologies, Term Paper, Basics of Digital Marketing, Media Communication and Management, Methodology of Applied Research, Business Statistics, Creative Writing, Digital Advertising and Sales Promotion, Graphic Design, Business Law, Digital Branding, Digital Marketing Research, Video Technology, Term Paper, Business Statistics, Customer Relationship Management, Prising and Marketing Finances, Mobile Marketing.
Optional subjects (6 credits).
Practices (54 credits): Introductory Specialist Practice in a Company, Internship of Electronic Commerce, Internship in Simulation Enterprise, Specialised Skills Training Practice, Internship of Planning of Integrated Marketing Communication, Final Practice.
Graduation Paper (9 credits).
Specializations:
-
Optional courses:
It is possible:
- to select optional subjects.
Distinctive features of a study programme:
Digital Marketing is an innovative and modern professional bachelor's degree programme that reflects the trends of one of the most promising areas of marketing. The development of digital marketing is gaining speed on the market, so that specialists with relevant practical skills in this field have broad professional prospects in the local and international market.
Access to professional activity or further study:
Access to professional activity:
The graduates will be able to work as marketing (digital/traditional) specialists in a variety of national and international business environments – from small businesses to large companies, in nonprofit organizations, state public institutions and to start their own businesses.
Access to further study:
Access to the second cycle studies upon meeting requirements set by the accepting higher education institution.
