2025/2026
Управление цифровой маркетинговой стратегией и адаптация к потребностям рынка
Статус:
Маго-лего
Кто читает:
Школа инноватики и предпринимательства
Где читается:
Школа инноватики и предпринимательства
Когда читается:
1 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Контактные часы:
40
Course Syllabus
Abstract
According to Market insights report Digital advertising exceed 72% of global adspend in Feb 2025. In 2021 it was the first time when digital ad spending will exceed traditional channels total spending. That shows us that digital marketing plays more and more important role in media planning and overall marketing strategy. Meanwhile Internet advertising becomes much more sophisticated over time. New digital channels such as Retail Media and Connected TV appear every year. The situation is getting even more complicated as many markets combine both local and global digital players. Companies from different industries pursue the goal of leveraging their expertise in Internet promotion to get a competitive advantage in highly volatile ambience of today world. Deep understanding of key digital principles and tools will be useful for those who is willing to develop career in advertising related areas and also for future marketing and brand managers as a crucial part of media and communicative strategies.
Learning Objectives
- to provide detailed overview of digital landscape with deep dive into core channels and tools, key metrics and terminology
- to provide a fundamental knowledge of building optimal split of Internet promotion for any type of advertising campaigns
- to build strong understanding how to choose right instrument according the objective of your campaign, work out correct advertising settings and evaluate the results of campaign
- to enhance student’s practical planning, evaluating and analyzing skills. Leverage project work capabilities in teams
Expected Learning Outcomes
- To provide detailed overview of digital landscape with deep dive into core channels and tools, key metrics and terminology
- To provide a fundamental knowledge of building optimal split of Internet promotion for any type of advertising campaigns.
- To build strong understanding how to choose right instrument according the objective of your campaign, work out correct advertising settings and evaluate the results of campaign
- To enhance student’s practical planning, evaluating and analyzing skills. Leverage project work capabilities in teams
- To select right tool for appropriate goal
- To develop basic digital media plan
- To evaluate key digital metrics and KPIs
- To demonstrate a comprehensive understanding of the key concepts and principles covered throughout the course
Course Contents
- Course overview and introduction
- Digital marketing framework
- Digital metrics and media planning
- Programmatic + targeting
- Digital tools: OLV, Display, Paid social
- Social media + Influencers
- Search (Paid, SEO)
- Performance tools
- D-com and Retail media
- Final test
Assessment Elements
- attendance
- hometasks
- intermediate quizzes and final test
- final business case presentation
Interim Assessment
- 2025/2026 1st module0.25 * attendance + 0.25 * final business case presentation + 0.25 * hometasks + 0.25 * intermediate quizzes and final test
