Digital Marketing and Advertising
Course code
KOR6146.FK
old course code
Course title in Estonian
Digitaalne turundus ja reklaam
Course title in English
Digital Marketing and Advertising
ECTS credits
6.0
Assessment form
Examination
lecturer of 2024/2025 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2025/2026 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
The aim of the course is to provide learners with comprehensive opportunities to understand the nature of digital marketing and digital advertising, to be familiar with these channels and to be able to distinguish, use and compare them with traditional channels; to support the development of competences to prepare a digital marketing strategy and a cross-channel marketing plan for digital marketing. Understand and be able to apply the specificities of digital advertising.
Brief description of the course
The course introduces the nature and role of digital marketing in the overall marketing strategy, its understanding and use through a multi-stage digital marketing tunnel.
Theoretical approaches will be discussed, knowledge-based practical marketing models will be developed and consumer behaviour in digital channels will be analysed. During the course of the course, students will gain an overview of all the common digital marketing channels, their interrelationships and their use, and will learn to understand and make appropriate use of terminology. You will learn about the different forms of digital advertising and use them in your homework.
Theoretical approaches will be discussed, knowledge-based practical marketing models will be developed and consumer behaviour in digital channels will be analysed. During the course of the course, students will gain an overview of all the common digital marketing channels, their interrelationships and their use, and will learn to understand and make appropriate use of terminology. You will learn about the different forms of digital advertising and use them in your homework.
Learning outcomes in the course
Upon completing the course the student:
- have the knowledge to understand the digital marketing concept;
- the ability to link theoretical knowledge with practical experience;
- understand the theoretical knowledge of digital marketing, the ability to apply the theoretical knowledge to the practical aspects of digital marketing, the ability to create a digital marketing strategy and a cross-channel marketing plan based on the company strategy;
- can use different forms of digital advertising.
- have the knowledge to understand the digital marketing concept;
- the ability to link theoretical knowledge with practical experience;
- understand the theoretical knowledge of digital marketing, the ability to apply the theoretical knowledge to the practical aspects of digital marketing, the ability to create a digital marketing strategy and a cross-channel marketing plan based on the company strategy;
- can use different forms of digital advertising.
Teacher
Alar Pink
Prerequisite course 1
Study programmes containing that course