Digital Marketing Strategy and Tactics

Title	% from total grade	Grade
1. Individual work	-	-
4 seminar assignments: (1) Develop and present a digital marketing strategy for a specific company according to a specific business scenario. Group presentations are followed by questions and discussions. Group work. (2) Planning the digital marketing campaign, setting goals, measuring results and matching return rates with overall marketing goals for a specific company and presenting the prepared material. Discussing various tactical combinations. (3) Develop content marketing strategy and tactical plan for 6 months for a specific company according to a certain business scenario. Groups work on and present their own options, followed by questions and discussions. (4) Identify the target audience of a particular website, its needs and the purpose of the search. And then define the keywords and phrases that should be included in the content of the website and in search engine ads. Individual work and presentation.

Title	% from total grade	Grade
1. Examination	-	-
(1) Develop and present a digital marketing strategy for a specific company according to a certain business scenario. Group presentations are followed by questions and discussions. (2) Digital marketing campaign planning, definition of targets, performance measurement and aligning KPIs with overall marketing objectives for a certain company and presenting the prepared material to the group. Discussing various tactical combinations. Work in groups. (3) Develop content marketing strategy and tactical plan for 6 months for a company according to a certain business scenario. Groups work on and present their options, followed by questions and discussions. (4) Define the target audience, its needs and search intent for a specific website. According to which, create a list of keywords and phrases to be used in the website content and search engine ads. Individual work and presentation.
2. Examination	-	-
Compliance of each seminar assignment submitted with the assignment requirements.

Digital marketing ecosystem: Introduction, participants of the ecosystem and their interrelations and roles. How does digital marketing fit into overall marketing discipline and how does it serve business goals?

Development of a digital marketing strategy. Development steps, key elements. Digital marketing interaction with traditional marketing. How does digital marketing help organizations reach their customers in the touchpoints of their customer experience journey?

Develop and present a digital marketing strategy for a specific company according to a specific business scenario. Group presentations are followed by questions and discussions. Group work.

Management of digital marketing campaigns. Integrated planning, execution and monitoring. How can various digital communication channels complement each other? Measuring the digital marketing performance and skilful usage of data. Principles and tools available for proper data collection and analysis. Key performance indicators (KPIs). How to match KPIs of digital marketing with the business goals?

Planning the digital marketing campaign, setting goals, measuring results and matching return rates with overall marketing goals for a specific company and presenting the prepared material. Discussing various tactical combinations.

Development of social media and the role in communication with customers. Management of social media accounts. Advertisements on social media. How do social media help other communication channels? How to use social media correctly in B2B and B2C communication? How to measure return on investment in social media?

Content marketing. Its role in overall communication strategy and building company reputation. Development of content marketing strategy and tactical planning.

Develop content marketing strategy and tactical plan for 6 months for a specific company according to a certain business scenario. Groups work on and present their own options, followed by questions and discussions.

Website role and search engine marketing (SEO, SEA). Website design and its goals. Creating the content for a website according to SEO criteria and visitors’ needs. Defining the target audience and corresponding keywords and phrases. Planning search engine advertising (SEA) according to the needs of the target audience and the purpose of the search. Measuring Return on Investment (ROI).

Identify the target audience of a particular website, its needs and the purpose of the search. And then define the keywords and phrases that should be included in the content of the website and in search engine ads. Individual work and presentation.