Магистратура 2025/2026

Управление цифровой маркетинговой стратегией и адаптация к потребностям рынка

Статус: Курс по выбору (Международный бизнес)

Кто читает: Школа инноватики и предпринимательства

Где читается: Школа инноватики и предпринимательства

Когда читается: 2-й курс, 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.