Digital Marketing Strategy and Analytics

In an increasingly AI and Data-driven business environment, digital marketing professionals must go beyond channel-level execution and develop integrated, data-informed, and ethically grounded strategies. This course equips students with advanced knowledge and practical skills to design, execute, and evaluate strategic digital marketing initiatives across omnichannel ecosystems.

Students will learn how to identify marketing goals and connect them with digital consumer behaviour, segment audiences using behavioral and motivational data, and manage customer journeys across touchpoints. A strong emphasis is placed on analytics, predictive tools, and generative AI in developing marketing strategies.

The course further integrates marketing-relevant sustainable aspects, data ethics, and regulatory compliance into each strategic layer. From content planning to ESG-oriented KPI tracking, students will also develop competencies in assessing and managing MarTech and AdTech stacks, including Customer Data Platforms (CDPs) and AI-driven automation tools. Current trends such as creator economy, retail media, and decentralized platforms are covered together with global and cross-cultural digital ecosystems to prepare students for future leadership in the digital field.

Through practical projects, students build confidence in digital strategy development, measurement, and ethical decision-making aligned with broader business and sustainability objectives.