Digital Business and Marketing

Course purpose – to provide students with theoretical knowledge and practical skills in the field of digital business and marketing. The focus is on the creation of digital business models, the development of websites and applications, startup growth, the application of marketing strategies and tools (SEO, SEM, social media), analysis of consumer behavior, and the use of digital analytics to evaluate and optimize strategy effectiveness. The course fosters creative and strategic thinkers capable of thriving in a rapidly changing business environment.

Course aim - to provide students with theoretical knowledge and practical skills necessary to analyze, design, and develop digital business models as well as create effective digital marketing strategies.

Marketing principals or Marketing

1. Introduction to digital business 2. Business / marketing development and the digital revolution 3. Digital business models 4. Digital market 5. Digital price and payment methods 6. Digital user behavior and experience 7. Digital marketing research 8. Digital tools and technologies for digital business and marketing 9. Digital marketing communication 10. Owned digital marketing communication 11. Paid digital marketing communication 12. Earned and shared digital marketing communication 13. Digital analytics 14. Digital marketing campaign

1. The student identifies and analyzes at least half of the key digital business models, marketing strategies, and factors influencing digital business and marketing. 2. The student evaluates the impact of various factors on the development of digital business models, websites, or applications, as well as the success of marketing strategies to at least half of the specified criteria. 3. The student analyzes different digital business and marketing models based on their practical applicability, assessing their advantages and disadvantages according to at least half of the key evaluation criteria. 4. The student develops a digital business and marketing strategy that includes website or application development, consumer behavior analysis, and the application of digital analytics, meeting at least half of the required criteria.