Programme Outlines and Overviews

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