Digital marketing: mix of global and local tools

Master 2021/2022

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Type: Elective course (Master of International Business)

Area of studies: Management

Delivered by: Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"

Where: Faculty of World Economy and International Affairs

When: 2 year, 1, 2 module

Mode of studies: offline

Open to: students of one campus

Instructors: Сидельников Евгений Сергеевич, Irina Kratko

Master’s programme: International Business

Language: English

ECTS credits: 4

Contact hours: 40

Full Syllabus

Abstract

Pre-requisites: • World Economy • International Relations • Foundations of Managerial Economics • International Marketing. Fundamental knowledges of core disciplines mentioned above are highly recommended as they form the basis essential to make a deep dive in different more narrow and specialized areas including digital marketing. Course type: elective According to Zenith Media research 52% of global advertising spending will fall at Internet in 2021. It is the first time when digital ad spending will exceed traditional channels total spending. That shows us that digital marketing plays more and more important role in media planning and overall marketing strategy. Meanwhile Internet advertising becomes much more sophisticated over time. New digital channels, tools, practices appear every year. The situation is getting even more complicated as many markets combine both local and global digital players (e.g. Google vs Yandex; Facebook vs Mail.ru Group). Companies from different industries pursue the goal of leveraging their expertise in Internet promotion to get a competitive advantage in highly volatile ambience of today world. Deep understanding of key digital principles and tools will be useful for those who is willing to develop career in advertising related areas and also for future marketing and brand managers as a crucial part of media and communicative strategies.

Learning Objectives

Provide detailed overview of digital landscape with deep dive into core channels and tools, key metrics and terminology.
Provide a fundamental knowledge of building optimal split of Internet promotion for any type of advertising campaigns.
Build strong understanding how to choose right instrument according the objective of your campaign, work out correct advertising settings and evaluate the results of campaign.
Enhance student’s practical planning, evaluating and analyzing skills. Leverage project work capabilities in teams.