Bachelor - Digital Marketing

Year 1

In the first year, students are immersed in business essentials, in order to absorb the context in which marketing professionals operate. Students will work through solid core courses in general management, economics, accounting, finance, business strategy and law. As they build their foundational knowledge, business vocabulary, hone new competencies and forge ties, the huge need for marketing in business and its central role becomes clear.

Topics

• Digital Media Evolution
• Business Fundamentals
• Competitive Firm Strategies
• Marketing Fundamentals
• Macroeconomics
• Microeconomics
• Consumer Behaviour
• Introduction to Statistical Methods
• Master Classes with Leading Practitioners
• Digital Marketing as Part of the Overall Marketing Mix
• Financial Accounting
• Managerial Accounting
• History Of Design
• English for the Industry
• Leadership & Group Dynamics
• Introduction to Programming for Marketing Professionals
• Big Data & Emerging Technologies
• Capstone Project -1
• Seminars & Workshops - 1

Year 2

In the second year students are introduced to marketing fundamentals. They learn about core principles and recent phenomena, while they will gain strategic and analytical skills. The objectives of this academic year are to demonstrate the role of marketing within business; to understand the core differences between traditional and digital marketing; to learn the instruments and methods of effective digital marketing; to explore the relationship of marketing with other segments within a business and chiefly - to demonstrate how effective marketing can create value for customers.

Immersive workshops by leading international professionals will give students a taste of their future professional environments and allow them to form their own ideas about digital marketing. While this year contains a lot of new knowledge, students are challenged to apply their newly acquired skills and learnings during their first client project.

Topics

• Social Media Marketing
• Viral Marketing
• Digital Assets
• PR & Content
• SEM & SEO
• Web Analytics
• Performance Marketing
• E-Research & Surveys
• Introduction to Interaction Design
• Negotiations
• Marketing as a Job
• Data Visualisation
• Technical Project Management
• Client Project
• Capstone Project - 2
• Seminars & Workshops - 2

Year 3

In the third year, students will primarily focus on deepening their specialised knowledge of digital marketing methods and instruments gathered throughout the first two years of the programme. In this final year students gain the theoretical and applied background to plan, design, execute, evaluate, and oversee highly effective marketing strategies and become qualified for positions in sales, marketing research or marketing management. In order to prepare students for a transition to real world careers, special emphasis is placed on developing student’s abilities in effective professional communication, sales and presentation skills, negotiation and leadership. A significant amount of time will be dedicated to the personal Capstone project, which may be executed for a client or in the form of their own business endeavour.

Topics

• Storytelling in a Digital World
• Mobile Marketing
• E-Commerce
• CRM & Loyalty Programmes
• Gamification
• Online Video
• Digital Media Planning
• Digital Strategy
• Virtual Company Legal Environment
• Selling & Presenting
• Business, Entrepreneurship & Self Promotion
• User Experience Design
• China's Internet Market
• Programming II For Marketing Professionals
• Capstone Project-3
• Seminars & Workshops-3