Digital Marketing (MASTER)

To develop thorough knowledge about digital marketing as a business concept
To develop skills to comprehensively combine digital marketing with other forms of marketing
To instill a sense of careful monitoring of the competitive environment of the company and positive orientation toward change in students
To accustom students to teamwork and to use the acquired knowledge to solve concrete problems

Online micro- and macro-environment analysis
Changing role of the consumer in digital environment
Strategic approach to digital marketing
Specifics of market research in digital marketing
Developing and managing digital presence
Content strategy
Digital media and marketing communication
Marketing communication activities in digital environment
Retailing in digital environment
Mobile marketing
Interaction with customers on social media
Social media marketing and other digital communication activities
Contemporary issues in digital marketing
Role of artificial intelligence in digital marketing