Digital Marketing

Master's programme(s):
Course code(s):


Course type:




Learning outcomes:

On completing the course, the student will be able to:

  1. Understand the principles of managing the relationship between consumers and products or services for the purpose of increasing sales and     improving advertising techniques.
  2. Understand the main Web Technology Ecosystem
  3. Build from scratch a business-oriented website/e-shop
  4. Create an effective Digital Promotion Plan by enhancing web business tools such as, PPC (Pay Per Click) advertising, SEO (Search Engine Optimization).
  5. Engage customers and growing the contact list with EM (Email Marketing).
  6. Conduct competitor analysis and online market research
General competences:
  • Search for, analysis and synthesis of data and information, with the use of the necessary technology
  • Decision Making
  • Teamwork
  • Production of free, creative, and inductive thinking

The course introduces fundamental concepts and tools of Search Engine Optimization and PPC Marketing Campaigns, as well as website development, Email marketing and current trends in the Digital Marketing landscape. The topics include:

  • The foundations of Web, HTML Basics for SEO, and the WordPress CMS (Website Development/Content Optimization/Testing/Performance Optimization -tools and approaches)
  • The Google Algorithms and Search Engines - Crawling & Indexing
  • Organic & PaidDigital Marketing
    • Business SEO trends, Technical SEO (HTML), Content SEO (Readability), Mobile SEO - Tools and approaches.
    • Google Ads & PPC Marketing
  • Email Marketing and A/B Testing
  • Gamified Campaigns and Augmented Reality in Marketing
Full course outline (PDF):