Digital Marketing Campaigns

This master’s course in digital marketing equips students with the skills to design, implement, and evaluate comprehensive digital marketing campaigns tailored for web platforms, mobile platforms, or an integrated approach across both. Students will master key aspects of campaign development, including analyzing and defining target audiences and customer segments, selecting appropriate advertising formats and communication channels, and determining optimal timing and duration for campaigns. A central focus is placed on formulating clear, measurable campaign objectives using the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) and connecting these objectives to relevant marketing metrics to systematically evaluate campaign success. The course also explores current trends and technologies, such as AI-driven personalization, data-based decision-making, and the integration of social media, mobile, and web into holistic campaign strategies. Students will critically engage with marketing ethics, privacy concerns, and the development of sustainable marketing strategies to prepare for today’s fast-paced, dynamic business environment.