Digital Marketing Tools IB23SP (5 ECTS)

Learning outcomes

After completing the course, the student is able to - prepare content for effective earned and paid media - create more exposure in social media sites through paid media - direct ways to drive searchers such as Retargeting, Pay Per Click (PPC) and display ads - apply methods to increase traffic and/or conversions.

Content

- paid media as part of digital marketing plan - digital and social media management tools such as Google Ads, YouTube marketing, Facebook Manager, Instagram marketing - Retargeting, Pay Per Click (PPC) and display ads - analysis and measurement of the success of digital marketing campaigns

Teaching methods

The course is studied online in the Moodle learning environment. The study includes familiarisation with webinars, online materials, online modules, learning tasks (including Google Garage materials or HubSpot materials), online exam, project work. The course is assessed based on a the study path selected by the student. Study Path A is assessed based on an online exam, a learning diary, project work and successfully receiving HubSpot's "Digital Advertising" certification. Study Path B is assed based on a learning diary and successfully receiving Google Garage's "Google Ads Search" certification as well as "Google Analytics" certification. The study period starts on 01.09.2025 and ends on 07.12.2025. You must register for the study course no later than 15.09.2025. The course assignments must be returned/completed by 01.12.2025 at the latest. The course exam (Study Path A) is online and students can have two attempts between 01.10.2025 to 31.10.2025. The course includes webinars, and online sessions. Webinars are recorded and can be viewed later.

Learning materials and recommended literature

The learning materials of the course include online materials in the Moodle learning environment, related articles, videos and websites.

Student workload

The workload of the course is approximately 135 hours, which consists of: Study Path A: 20 hours for online sessions and webinars, 20 hours for HubSpot "Digital Advertising" certification, 30 hours for project work and 60 hours for independent study (incl. online exam and learning diary). Study Path B: 50 hours for Google Garage "Google Ads Search" certification, 50 hours for Google Garage "Google Analytics" certification and 35 hours for independent study and learning diary.

Evaluation scale

Five step scale