Marketing Communications 7.5 credits

The course comprises basic principles of marketing communications, with an emphasis on digital marketing channels, platform economy, and design principles for web-based content. Theoretical knowledge is applied through the design of marketing messages and digital campaigns tailored to specific target audiences and platform-specific nuances.

The course includes the following parts:

• Basic principles of marketing
• Basic principles of marketing communication and advertising
• Marketing plan with a focus on both analogue and digital strategies
• Brand platform and brand identity
• Objectives and target audience segmentation using digital tools
• Plattform economy, digital eco systems and business models
• Content distribution strategies across social media and digital platforms
• History of advertising, with a focus on the evolution of digital and web-based advertising