Master
2023/2024
Digital Marketing basics: mix of local and global tools
Type:
Elective course (Master of International Business)
Area of studies:
Management
Delivered by:
School of Innovation and Entrepreneurship
Where:
School of Innovation and Entrepreneurship
When:
1 year, 3 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Сидельников Евгений Сергеевич
Master’s programme:
International Business
Language:
English
ECTS credits:
3
Contact hours:
40
Course Syllabus
Abstract
Pre-requisites:
• World Economy
• Foundations of Managerial Economics
• International Marketing
Fundamental knowledges of core disciplines mentioned above are highly recommended as they form the basis essential to make a deep dive in different more narrow and specialized areas including digital marketing.
According to Zenith’s Advertising Expenditure Forecasts report Digital advertising to exceed 60% of global adspend in 2022. 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, tools, practices appear every year. The situation is getting even more complicated as many markets combine both local and global digital players (e.g. Google vs Yandex; Facebook vs VK). 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.