Master 2025/2026

Digital Marketing Strategy management and adaptation to the needs of the market

Type: Elective course (Master of International Business)

Delivered by: School of Innovation and Entrepreneurship

When: 2 year, 1 module

Open to: students of one campus

Language: English

Contact hours: 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.