Бакалавриат 2025/2026

Цифровой маркетинг

Статус: Курс по выбору (Международный бакалавриат по бизнесу и экономике)

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 4-й курс, 2 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Павлова Екатерина Валерьевна, Плешкова Анастасия Юрьевна

Язык: английский

Кредиты: 3

Контактные часы: 28

Course Syllabus

Abstract

This comprehensive course provides a solid foundation in understanding the key principles, strategies, and tools underlying successful digital marketing in a rapidly changing digital environment. Participants will begin by exploring key concepts, definitions, and theoretical models of digital marketing, as well as familiarizing themselves with the core competencies and key tools used by industry practitioners. The course then dives into data-driven marketing and consumer behavior analysis, teaching students how to interpret data, conduct market and competitive analysis in the online environment, and apply key metrics to make informed strategic decisions. Students will also explore the specifics of digital brand building and social media strategy development, understanding how brand value is created, communicated, and enhanced through digital channels. The course also examines methods for effectively communicating product value in the digital environment, taking into account audience expectations and the capabilities of various platforms.

Learning Objectives

• To develop students' holistic understanding of digital marketing as a tool for achieving business goals through online communications and to develop skills in analysis, planning and implementation of digital marketing strategies.

Expected Learning Outcomes

• Able to solve professional problems based on synthesis and analysis
• Be able to work out a digital marketing strategy
• Be able to develop a digital transformation strategy
• Recognize innovations around digital platforms
• Be familiar with digital landscape and key digital trends
• To evaluate key digital metrics and KPIs

Course Contents

• Digital Brand Expression & Community Engagement, Data-driven marketing
• Foundations of digital marketing
• Digital Marketing Strategy vs. Tactics: Planning in a Dynamic Environment
• Digital Transformation, marketing-specific innovation and future trends

Assessment Elements

• Thematic assignment
  Assignment based on the lecture-covered topic to provoke analysis and critical thinking
• Test
  Final test and gained knowledge check
• Project presentation
  Final group project presentation on developing a digital strategy for an existing or new brand

Interim Assessment

• 2025/2026 2nd module
  0.25 * Project presentation + 0.35 * Test + 0.4 * Thematic assignment

Bibliography

Recommended Core Bibliography

• Digital marketing strategy : an integrated approach to online marketing, Kingsnorth, S., 2022
• Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.

Recommended Additional Bibliography

• Charlesworth, A. (2018). Digital Marketing : A Practical Approach (Vol. 3rd edition). Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1704138
• Digital marketing analytics : making sense of consumer data in a digital world, Hemann, Ch., 2013

Authors

• Pleshkova Anastasiia Iurevna