Digital Marketing

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  • OVERVIEW

    This programme is designed to grow a new generation of leading marketing specialists – digital savvy professionals that can benefit from an explosive growth of online technologies by using the most cutting-edge, innovative tools in their daily job.

    Our teaching methodology is unique in combining a strong academic background in business studies, finance, accounting, marketing, and strategy with an in-depth specific digital knowledge in online video, mobile, viral, social media, and data driven marketing. You will also be a daily witness of the latest innovations from Google, Facebook, Twitter, Netflix, and other greatest technological companies.

    Our professors are not academic teachers – they are accomplished digital and marketing professionals that have launched thousands of successful advertising campaigns and made many winning strategic decisions.

    This programme contains an extensive number of real marketing cases moving through which the students will gain a solid understanding of the decision making process in the marketing department of a real company.

  • First Year
    In the first year, students immerse in business and marketing essentials to absorb most of the context in which a marketing professional will operate after finishing the programme.

    Students work through solid core courses in general management, economics, accounting, finance, and business strategy, and dive deeply into marketing fundamentals. We demonstrate the importance of the shift from traditional media into digital and online media and how real-time marketing became the core of all modern marketing strategies.

    As they build their foundational knowledge, acquire business vocabulary, hone new competencies, and forge ties, the ubiquitous need for marketing in all types of businesses and its crucial role becomes clear.

    • Evolution of Marketing
      Digital Media Evolution

      One of the most inspiring courses, Digital Media Evolution, will lead the students through the explosion of digital technologies worldwide. Students will trace the transition of the world from email to instant messaging and social media, from text to picture and voice search. They will also grasp the technologies and strategies used by major video portals like Vimeo, YouTube and Netflix and audio platforms such as Spotify, Shazam, and iTunes.

      4 credits
    • Managerial Foundations
      Business Fundamentals

      How the greatest corporations were made from scratch? What is the secret behind the magnificent success of such companies as Toyota, McDonalds or Coca-Cola? Today multinational corporations play no less important roles than governmental institutions in supporting the economies of cities and whole countries. Business Fundamentals course is designed to teach students the meaning of today’s business and expose them to many functions of modern companies, including general management, finance, HR, marketing, sales, etc.

      They will learn about different business models, the history of modern-day business and (early stage and multinational) corporate structures, in order to be able to determine what part they wish to play in business and in this world.

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      4 credits
    • Managerial Foundations
      Competitive Firm Strategies

      Developing the right strategy is at the heart of achieving desired business outcomes for companies in competition. Very few people can define a strategy, much less understand how to conceptualise, design, and execute effective competitive strategies that yield the best outcomes. This course will teach students the "McKinsey Mind" and focus on engaging case studies from real businesses, each of which illustrates a key ingredient of strategy by leading through challenging and varied scenarios. It will help students to prepare for a career in a range of fields.

      4 credits
    • Foundations of Marketing
      Marketing Fundamentals

      Being a marketing professional in a globally interconnected, and highly oversaturated market isn't exactly a walk in the park. With increased access to information and fastchanging technology, the role of marketing has broadened significantly. Today, brands fail or succeed often solely on the basis of their marketing strategies – whether their product is good or just mediocre. Good marketing strategists know what their audience want to hear, feel, say, and do.

      In this course, we dig into the fundamentals: we look at classical and modern day marketing, principals of marketing strategy, and elements of marketing analysis: customer analysis, competitor analysis, and company analysis. We demonstrate how to employ a high level strategic approach towards contemporary marketing challenges, what marketing purpose is and what we want it eventually to be in the future. We will also look at marketing as a job. It's one of the most challenging roles out there. To attract and retain profitable customers, marketing managers must identify and measure consumer needs and wants, assess the competitive environment, select the most appropriate customer targets, and then develop multifaceted marketing programmes that satisfy consumer needs better than the competition. The students will get familiarised with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution) and enhance problem-solving and decisionmaking abilities in these operational areas of marketing.

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      4 credits
    • Economics & Statistics
      Macroeconomics

      This course introduces students to macroeconomics in the broadest sense. This course is a comprehensive review of topics such as the determination of output, employment, unemployment, interest rates, inflation, and economic growth. Students learn the most basic monetary and fiscal policies. Macroeconomics and real life policy making are interconnected.

      We will dive into acute policy issues at the centre of modern economic debate such as the sub-prime crisis, the Eurozone crisis, public debt, policies of austerity, economic theories of Keynes and Smith, and the important role of central banks, among others. The course will lead to a discovery and appreciation of different economic models using examples of the US, EU, and China. Students are encouraged to critically examine the state of the today’s economy, in order to allow them to form solid ideas of how they want to contribute to it in their professional futures.

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      4 credits
    • Economics & Statistics
      Microeconomics

      This is an introductory course that teaches the most important microeconomic concepts and analysis. Students learn about supply and demand analysis, theories of the individual behaviour vs corporate behaviour (rational choice theory), ideas of competition and monopolies, and related current national and transnational regulations. Students will also be introduced to the use of microeconomic applications to address current economic policy issues.

      4 credits
    • Foundations of Marketing
      Consumer Behaviour

      Understanding the audience you're addressing as a marketer is undeniably a prerequisite to being good at your job. Data can tell us a lot, but we need profound psychological insight into consumer and user behaviour to be able to understand what people want and need - and to entice our audience to engage with our brand rather than a competitor's. This course will explore theory and research on consumer/user behaviour that influences marketing decisions, as well as encourage students to apply these theories and findings to generate ideas for developing effective marketing techniques and tactics.

      4 credits
    • Economics & Statistics
      Introduction to Statistical Methods

      What is the effect of changing prices on demand? What is the effect of an advertising campaign on sales? Statistics are a powerful tool in marketing and business in general. No business decision can be taken without data analysis – that's why the statistics play a crucial role for a company. In this course we look at various statistical methods that are used to reveal the cause and consequences of decisions.

      They help to analyse the effect of marketing efforts and performance and they can contextualise outcomes – helping to make crucial decisions for the future. In this course, students learn how to analyse statistics and how to deploy various methods themselves. Students will develop the skills to assess causal claims and learn to ask the right questions and evaluate statistical analyses. They will carry out research projects and work with statistical software. The goal is to form a clear picture of how statistics can help establish effective decision making.

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      4 credits
    • Practice
      Master Classes with Leading Practitioners

      The university will offer one-on-one and team mentorships and workshops with key figures from digital agencies, startups, and corporate partners. Students will be required to chose several mentors, ideally from the industry similar to their personal project, to attend a significant number of master classes, and to submit reports describing what they have learned. Students will be required to regularly present their work to mentors and reports about the project progress to the programme supervisors.

      4 credits
    • Marketing Evolution
      Digital Marketing as Part of the Overall Marketing Mix

      Digital marketing has rapidly become the most important and comprehensive form of marketing, but more traditional ingredients of the “marketing mix” are also important to reach the target audiences. In this course, students will look at integrated marketing and advertising campaigns and identify the role of digital in there. By analysing interesting cases they will suggest a proper marketing communications mix for a campaign using different channels: print, OOH (out of home), TVC (television commercial), direct marketing, POS (point of sale) marketing, sponsored content and events, etc. Students are encouraged to give thought to the kind of campaign they would like to create for their Capstone Project.

      4 credits
    • Foundations of Finance
      Financial Accounting

      The understanding of corporate financial statements is highly relevant to anyone entering the business world, even if students will never be directly responsible for accounts themselves. This course teaches the ability to comprehend financial data, and is aimed at the user of this data, not the creator. Students will learn how to interpret published accounting reports in IFRS (EU) and GAAP (US) accounting standards, as well as a range of tax and VAT related topics. The course is geared towards students with no prior familiarity in dealing with financial statement information and allows for deeper coverage and discussion in class.

      4 credits
    • Foundations of Finance
      Managerial Accounting

      In this course, students will dive into measuring internal financial data in terms of performance, growth, and prospects, as well as observe how this data affects managerial strategic decision-making. Students will get a comprehensive introduction to internal accounting information and systems that are used by corporations to measure and manage the profitability of individual products and customers.

      As part of this analysis, we examine alternative cost allocation methods and illustrate how the resulting information can be used for decision-making. The course focuses on the role of the internal accounting system in evaluating managerial performance and in coordinating the activities among business units within the firm. We will demonstrate performance metrics that enable effective decentralisation by aligning the objectives of individual business units with the overall corporate goals.

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      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      History Of Design

      What are the movements, events, and historical contexts that have shaped our current understanding of design? How does it differ from age to age, and from culture to culture? Some of this will be covered in the Fundamentals of Graphic Design class, yet the deeper your understanding of the role of the design throughout history, the better your grasp of what “good” design really means and how it evolves.

      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      English for the Industry

      As the global language of design is English, it is imperative that students master this language. This class will focus on English for the design and technology industries, in particular.

      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Leadership & Group Dynamics

      The course introduces students to practical aspects of working within a group of peers and prepares them to be ready to develop one’s career as a manager. We discuss ways of sharing and delegating the tasks and facilitating productive meetings in a situation of professional disagreement, when different styles and personalities are involved. The course is heavily centred around discussions and exploration of practical examples. Students are split into groups and given an opportunity to observe the described phenomena.

      4 credits
    • Applications & Emerging Technology (Electives)
      Introduction to Programming for Marketing Professionals

      Marketing students don’t need to know how to programme in Ruby on Rails or C++ or how to write an entire operating system, but mastering the basics of coding goes a long way. Having these fundamentals will benefit any design and tech professional or entrepreneur, as it would benefit chefs to know where their food staples come from: they would have a broader and deeper understanding of how their ideas come to life.

      4 credits
    • Applications & Emerging Technology (Electives)
      Big Data & Emerging Technologies

      Big Data is a new religion of modern marketing professionals. This is a survey course covering modern achievements in the field of data science ranging from cases where data science became a vehicle for a successful commercial venture to situations where it allowed for a dramatic increase in efficiency of existing businesses. We discuss how the data from web search, recommendation systems, telco operators, e-commerce companies, and social networks can bring value to business decisions, help to determine the target customer groups and to approach them with most efficient advertising messages.

      Significant attention is given to software and hardware advancements that have made data science analysis possible.

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      4 credits
    • Year End Project
      Capstone Project -1

      Students will begin work on the Capstone Project from the very beginning of the programme. They're guided by a mentor and regularly discuss their direction and progress. In the first year, students determine a detailed objective for their project, research existing alternatives, outline differentiators of their approach, define challenges, and create a work plan for the next year.

      4 credits
    • Year End Project
      Seminars & Workshops - 1

      The University will offer regular open lectures by professors, experts, and key figures in digital marketing, design, and technology. Students in the digital marketing programme are required to attend a significant number of the lectures and to submit a report describing what they have learned. Students of the first year will be required to describe the statement of the problem discussed and its significance.

      4 credits
  • Second Year
    In the second year, students learn the core principles of digital marketing, achieve mastery in the main digital marketing instruments, and get familiar with recent technological phenomena, while gaining strategic and analytical skills.

    The objective of this academic year is to demonstrate the core differences between traditional and digital marketing; to learn the instruments and methods of effective digital marketing; to explore the relationship of marketing with other segments within business and, most importantly, to demonstrate how efficient marketing can create value for customers.

    Immersive workshops by leading international professionals will give students a taste of their future professional environments and motivate them to form their own ideas about digital marketing. While this year contains a lot of new knowledge, students are challenged to apply their newly acquired skills and knowledge during their first client project.

    • Instruments of Digital Marketing Strategy
      Social Media Marketing

      Social media marketing is only rarely done very well by brands – even though it's the most important point of contact between users and brand. If social media is treated as an obligatory task, it's more likely to put users off than aid marketing efforts. Social media is young, user-generated, and democratic by default. This course covers advertising, marketing, and communication strategies in the new media landscape of social media.

      The students will get familiar with major social media services like Facebook, Twitter, Google+, LinkedIn, and others, as well as their marketing tools that can bring significant value to a business. We will discuss how user-generated content, blogs, forums, and branded content coexist in the overall social media ecosystem. How to build successful social media marketing strategies? How to track the effectiveness of social media advertising? How to create best of class content for a branded social profile that can become viral? Students will learn the use of social media for fulfilling the marketing objectives. This applied course will focus students' own strategies for the future. Through case studies and Capstone projects to experiment with, students will use the classroom as a test-lab for the future application of social media in their professional life.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Viral Marketing

      We've all heard the phrase “It went viral,” but what does that mean? Viral marketing is a method of creating and distributing content that is so exceptional, it gets shared hundreds of thousands of times over on social digital platforms – organically (this means people share it because they like it, not because they get paid to). Viral content is hard to create because there's no science to it: we can't predict what people will go crazy about – we can at best guess what they will ignore.

      It's never been more important in marketing to be relevant, meaningful, and extraordinarily funny. Viral Marketing uses every platform and avenue available, whether it's digital or not (flash mobs make for great viral content). In this course, we will explore viral content and learn about successful strategies by looking at both successful as well as failed examples.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Digital Assets

      Every business should identify the digital assets they need in order to communicate their value propositions to their target audience effectively. This course will help students to create a company digital ecosystem, identify the role of each digital asset, and to establish the connections and synergy among them. Students will learn how to manage the process of creation and launch of digital assets.

      What role do websites play in the company’s success? What are the benefits of a multi-platform responsive website? How can a mobile app contribute to a business? How to create and support efficient social media channels? What type of business benefits from sharing video content via platforms such as YouTube and Vimeo? Can social content ever be generic?

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      4 credits
    • Content Marketing
      PR & Content

      How to attract media attention to something absolutely new? How to get an article in Forbes? How to choose in which media to promote in order to achieve certain desired outcome? How to select and hire the right PR agency? How to measure and present the results of a PR campaign? This course will give students an overview of the practice of public relations and discuss the importance of digital creative content in building strong media relations.

      PR and Marketing departments are intimately related and need to cooperate and share content within businesses. The aim is to analyse the contemporary media channels (digital and print) and content strategies and asses their influence on public relations, examining key factors of entertainment, business, government, and not-for-profit interests. We will examine the appearance of the internet, the growth of citizen journalism as well as the effects of the new social media phenomena like blogs or “social influencers.” This course will familiarise students with the practice of content (outbound) marketing and give them an understanding of how this marketing strategy contributes to a successful connection between the brand and its targeted audience.

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      4 credits
    • Instruments of Digital Marketing Strategy
      SEM & SEO

      Digital marketing professionals need to be sure their brand gets organically picked up by search engines – SEM & SEO. This course will cover the key search engine strategies that are necessary for any successful website. Students will understand the difference between SEM and SEO and learn how to benefit from both of them. The nature of SEO changes continuously according to the algorithms of search engines.

      We will discuss what the crawler of search engine looks for and how Google ranks the pages. What should be done to appear in the SERP in the first positions and how to combine SEO & SEM? How to put together the appropriate keyword core, write quality optimised content, get the web pages indexed by search engines, and track the outcomes? You’ll discover new online tools and resources to implement successful campaigns, learn about “link popularity” and how to develop an effective link-building strategy, and understand what “pay-per-click” advertising is, how it can be used, and the stages required to set up and manage campaigns.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Web Analytics

      In this course, students will discover how measurement, collection, analysis, and reporting of web data can drive revenue, improve customer experience, and create measurable added value to a business. This course is designed to make students understand how different instruments and strategies, such as content, social, mobile, conversation, and advertising analytics, help evaluate user behaviour.

      Students will get familiar with different analytics platforms, such as Google Analytics and Omniture. While redundant or incorrect tags can distort data measurement and reduce performance, the students will learn how tag managers can simplify the tag implementation and management process for marketing professionals, analysts, and developers.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Performance Marketing

      This course deals with online traffic acquisition. How to acquire online the best users for the lowest possible price? What types of communication channels should be used and how to choose the best creative content for our messages? Students will learn about best practices of performance marketing and about the players of the ecosystem, such as affiliate networks, CPA networks, mobile networks, etc.

      Deep analytics of the incoming traffic to the website or a mobile app is the core of the performance marketing due to the importance of the conversion rate and other KPIs measurements. Students will learn the main analytical tools and understand how to build an effective traffic channels mix in order to fulfil the user acquisition goals.

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      4 credits
    • Marketing Analytics & Research
      E-Research & Surveys

      Many marketing specialists used to trust focus groups and surveys for testing the concepts of new products and services. In the new reality, digital space allows for communication and interaction with target audiences much more easily, cheaply, and expediently. This course will teach how to conduct marketing surveys in the digital world, using Survey Monkey, Google products, social media, and other modern-day tools.

      To understand markets, organisations need to answer questions such as: How large is the market for a product? What's important for the target segment? How does change in the product design affect profits? This course aims to help students formulate relevant questions and find data-driven answers to them. The main objectives are to equip students with: 1) an understanding of the value of data – what intelligence it can and cannot provide; 2) exposure to state-of-the-art quantitative tools such as conjoint analysis and cluster analysis to study the data; and 3) sufficient hands-on experience with these tools for answering students' own marketing research questions from the perspective of an entrepreneur, marketing specialist, or a consultant. The course is designed to address essential marketing issues such as: market segmentation, targeting, forecasting demand, pricing, and new products development.

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      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Introduction to Interaction Design

      The course focuses in particular on “design thinking” and building a good process for identifying and understanding what people need, including different techniques for conducting user research. The class will be conducted mainly in the form of a series of group projects plus a large final project that involves an end-to-end process of identifying a problem followed by researching, designing, prototyping, and iterating on a solution.

      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Negotiations

      Negotiation is more art than skill, and it is needed in almost any professional environment. Negotiation is ideally not simply about getting as much as possible for as little as possible; good negotiations set out to reach mutually beneficial agreements between several parties (within an organisation or between them). In this course students gain understanding of prescriptive and descriptive negotiation theory as it applies to client-agency dynamics, the resolution of disputes, the development of negotiation strategy and the management of integrative and distributive aspects of the negotiation process. Students will partake in simulations of various forms of negotiations.

      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Marketing as a Job

      Jobs in marketing are incredibly diverse, depending on the size and nature of the organisation you may work for. Marketing specialists in start-ups or small companies tend to have a huge amount of responsibility, taking on strategy, analytics, creative content creation, social media, account handling, and sometimes PR as well. Larger organisations naturally have bigger, more segmented departments where a marketing job may be very specialised. This course aims to guide students in preparation for the professional landscape they will encounter.

      4 credits
    • Application & Emerging Technology (Electives)
      Data Visualisation

      We all intuitively believe that fact-based decision-making is good, but we often lack the right skills required to present quantitative information in a meaningful way. Although tables and graphs are widely used, the presentation is often poorly designed, misrepresenting or obfuscating the truth. Why? Because almost no one, including financial analysts and business intelligence professionals, have been trained in information design and leveraging visualisation techniques to help support better decision- making.

      This course teaches information design fundamentals and introduces a variety of visualisation tools and techniques. At the end of the course, the students will be able to identify the visualisation techniques that will deliver the highest impact under a variety of scenarios. The students will also learn how to present meaningful information in the most compelling and easy-to-digest fashion.

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      4 credits
    • Application & Emerging Technology (Electives)
      Technical Project Management

      We all intuitively believe that fact-based decision-making is good, but we often lack the right skills required to present quantitative information in a meaningful way. Although tables and graphs are widely used, the presentation is often poorly designed, misrepresenting or obfuscating the truth. Why? Because almost no one, including financial analysts and business intelligence professionals, have been trained in information design and leveraging visualisation techniques to help support better decision- making.

      This course teaches information design fundamentals and introduces a variety of visualisation tools and techniques. At the end of the course, the students will be able to identify the visualisation techniques that will deliver the highest impact under a variety of scenarios. The students will also learn how to present meaningful information in the most compelling and easy-to-digest fashion.

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      4 credits
    • Year-End Project
      Client Project

      Students will be asked to approach on their own a business or organisation and receive an actual brief from its employees. This applied client project should be in the area of the respective student's interest and will need to be graded by the company or organisation for which the applied client project has been created. All client projects start with a presentation of the brief which outlines the subject, scope, and purpose of the project. The project culminates in a presentation to all programme participants.

      4 credits
    • Year-End Project
      Capstone Project - 2

      Students will continue working on the Capstone project which they started in the first year. Personal projects must be agreed upon with the programme leader before students can start working on them. Like client projects, personal projects are presented at the end of the year so that students have the opportunity to debate their work. They're expected to apply and enhance the knowledge students gathered during the year.

      4 credits
    • Year-End Project
      Seminars & Workshops - 2

      The University will offer regular open lectures by professors, experts, and key figures in digital marketing, design, and technology. Students in the digital marketing programme are required to attend a significant number of lectures and submit reports describing what they’ve learned. Students will be required to describe the statement of the problem discussed and its significance.

      4 credits
  • Third Year
    In the third year, students focus on deepening their specialised knowledge of digital marketing and build upon the synthesis of all the skills learned throughout the first two years of the programme.

    During this final year, students practice to plan, design, execute, evaluate, and oversee highly effective marketing strategies, and become qualified for positions in sales, marketing research or marketing management. In order to prepare students for a transition to real world careers, special emphasis is placed on developing students’ abilities in effective professional communication, sales and presentation skills, negotiation and leadership.

    A significant amount of time will be dedicated to the personal Capstone project, which may be executed for a client or for their own business endeavour.

    • Content Marketing
      Storytelling in a Digital World

      People are sharing their own stories and building relationships with each other every day. Brands can no longer unilaterally talk to users and consumers. Everything is interactive: brands either join the conversation or are left behind. This course will develop an understanding of the process of digital storytelling and establish deeper connections by incorporating story elements and articulating a narrative within a digital context.

      Students learn how to define the best channels of distribution for content, based on the target audience’s media preferences, and learn to shape each narrative to suit the respective brand’s identity and voice and tone – from creation to distribution to archiving.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Mobile Marketing

      At some point in the process of designing or building anything at scale, making decisions that are informed by data becomes incredibly valuable. Enter statistics, the study of collecting, organising, interpreting, and presenting data. Having a solid understanding of probability, correlation versus causation, confidence intervals, inference, as well as some insight into how to build models and make predictions based on data is invaluable in the practical day-to-day of making decisions based on understanding how people actually use products.

      4 credits
    • Instruments of Digital Marketing Strategy
      E-Commerce

      How did Amazon develop from a small online store in America to become one of the world's most influential corporations? This course is designed to provide an overview of e-commerce models, applications, technologies, and tools. It introduces the concepts and major procedures associated with e-commerce. Students will learn how to build an e-commerce project for a business making sure it doesn’t adversely affect the major distribution channels.

      The course includes an introduction of online retail ecosystem and the overview of success stories of Amazon, eBay, Aliexpress, and Zapato. We will discuss the possibilities of online business, as well as related marketing challenges, payment options, security issues, and customer service.

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      4 credits
    • Instruments of Digital Marketing Strategy
      CRM & Loyalty Programmes

      Marketing doesn't stop with gaining new customers. To retain a customer costs three times less than to acquire a new one. The customer relationship management is crucial for a business working both in B2C and B2B fields. This course will help students to define a CRM strategy and develop a unified customer view across all marketing activities. CRM is a cross-channel approach that must be an integral process in the company sales and marketing function.

      CRM highlights initiatives that companies can implement to win over customers for greater profit and better customer satisfaction. As a part of CRM approach the loyalty programmes enable to keep up the communication with customer increasing the average check per customer, and build long-term relations that benefit the customer as well.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Gamification

      The world of video games has successfully entered our daily lives. Gamification means using the techniques of digital game design to allow marketing professionals to present their brands in virtual reality in the format that is natural to current user behaviour. Students will observe the real-life case-studies of in-game adverting, using gamification for loyalty programmes or creation of branded games.

      The video game industry is now bigger than Hollywood because well-designed games take advantage of both technology and psychology. Gamification takes the elements of games and applies them to real-world environments. Gamification is a phenomenon prevalent in interactive campaigns, and it is a useful way of thinking in terms of brand engagement for marketing specialists, as well as often handy and fun for users. We discuss what the useful ways and methods are and what are likely to be passing marketing hypes – what works and what is obviously set to fail. Major companies and fast-growing start-ups now use gamification in marketing, human resources, innovation processes, health and wellness initiatives, education, and customer engagement campaigns.

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      4 credits
    • Instruments of Digital Marketing Strategy
      Online Video

      Internet traffic is booming. This largely happens owing to the growth of video streaming services such as Netflix, YouTube, iTunes, Vimeo, and Coub. Video content has become a great means of sharing information, yet it requires sophisticated infrastructure to get it delivered from content providers to audiences. To understand the power of the video in the digital ecosystem and its usage in assets is key for any digital marketing professional.

      In this course we explain the complexities of video delivery ecosystem, and examine the roles played by content providers, content delivery networks, provider-run CDNs, transit providers, internet service providers, and peering agreements. We look at the technologies and tools used by major video portals, and figure out how businesses can benefit from using online videos as a marketing tool in paid-for, owned, and earned media. Furthermore, students of digital marketing will explore when it's useful to create videos, how to build highquality content, and what channels offer best opportunities for each specific purpose.

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      4 credits
    • Planning & Analysing Digital Campaings
      Digital Media Planning

      In media campaign planning it is crucial to understand the strengths and weaknesses of each format, how audiences respond to them, and how they can work together. There's a limit to the potential reach of digital campaigns. It is therefore very important to focus on improving targeting and creative development. Designed in collaboration with advertising agencies running thousands of digital campaigns daily, the course aims to develop strategic and tactical media-planning by using digital tools.

      Students will become familiar with KPIs, tactical campaign planning, and budgeting that will allow them to understand the effectiveness of digital campaigns and how marketing budgets convert to impressions, clicks, and ultimately real customers through meaningful engagement. Students will also learn the basic maths of digital planning – CPM, CTR, CR, CPC, CPA, and CPO.

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      4 credits
    • Digital Marketing Strategy
      Digital Strategy

      Digital strategy is the process of identifying and executing digital opportunities that will increase the organisation’s competitive advantage. The aim of digital strategy is to support the company’s overall marketing strategy across online channels and to achieve the business targets. This course combines all aspects of the learned mastery of digital communications with the development of a measured and well-considered strategy. Students will learn how to create a comprehensive digital plan for an organisation that will pass scrutiny at the board level. This course gives students a helicopter view of all aspects of paid, owned, and earned digital media.

      4 credits
    • Business & Patent Law
      Virtual Company Legal Environment

      How can a company be worth a billion and not have any physical or even legal presence? How technology licensing is regulated in various markets? Where should an R&D centre be set up and IP rights registered? Is it worth spending time and money on protecting intellectual property? The knowhow that virtual companies generate, along with nontangible assets such as intellectual property (IP) rights, are becoming crucial to the market capitalisation of many Fortune 500 firms and early-stage start-ups.

      This course is a journey through patents, trademarks, trade secrets, copyright, and regulatory strategies that will help students to understand the legal context of most contemporary businesses, in order to effectively strategise in a competitive environment. Some of the topics we will cover include: building and managing an IP portfolio that is cost-effective and aligned with business objectives, the technology transfer mechanisms, IP portfolio monetisation strategies (e.g., licensing, franchise, sales, enforcement),IP considerations in Mergers & Acquisitions, IP-related tax planning (e.g., cross-border transfer pricing, IP holding companies, and IP- boxes), managing IP litigation risk, the role of the Patent & Trademark Offices, IP rights challenges to consider while doing business in developing countries, and IP strategies for start-ups and entrepreneurs. Through a combination of case studies, class discussion and guest speakers, we will cover a variety of issues shaping a successful IP strategy in today's global business environment.

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      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Selling & Presenting

      Every top-notch digital marketing specialist, strategist, entrepreneur or creative professional also needs to be a master of crisp, clear, and compelling communication. We can not stress enough how important this skill is. It’s paramount to engage in situations that demand being ever more succinct, clear, and engaging. Persuading decision makers to buy good design is essential whether you’re running a start-up, building a product, or improving an organisation’s corporate website and publications.

      The Selling & Presenting course helps student become not just the talented creative person, but also an accomplished design professional who can collaborate and work persuasively with colleagues at all levels, from creative directors to budget directors, and from clients to investors to top-level executives. Through interviews with and presentations by successful designers and entrepreneurs from many walks of creative life, students learn what it takes to pitch, recognise, harvest, combine, push, and build upon good ideas – and avoid bad ones.

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      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      Business, Entrepreneurship & Self Promotion

      This course prepares students for some difficult choices they will face in their future professional lives. How do you know what to work on that’s going to make the biggest difference for the people you’re targeting? How do you size a market? How do you prioritise between a dozen ideas that look good on paper? How do you put together the technologies, people skills, and resources, and make something meaningful out of them?

      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration (Electives)
      User Experience Design

      Products are no longer simply products: they live within complex business and technological ecosystems. To fully understand the user experience, we must be highly flexible communicators, facilitators, mediators, and thinkers. Whether designing a dialysis machine, a mobile phone app, or a water filtration system for the developing world, design is as much about framing user experiences as it is about the creation of new artefacts.

      This course focuses on the relationships between objects and their contexts, on how to identify human behaviours and needs, and how those behaviours and needs converge to create user experiences.

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      4 credits
    • Applications & Emerging Technology (Electives)
      China's Internet Market

      Internet is tightly controlled in China, which makes it often impenetrable for foreign companies. Yet, there are hundreds of millions of Chinese people who may want to engage with a foreign brand. The list of global mega tech corporations that are failing in China is impressive: Google, Yahoo, Ebay – it goes on. China’s determination to promote an alternative to the borderless internet embraced by Americans marks yet another way the country is challenging a US-led world order.

      Students will learn about the Chinese state, its pervasive methods of control, and its influence on online media, as well as about internet censorship of Facebook, Twitter, Google, and other digital resources. Students will explore possibilities in which foreign-born digital brands – p2p or otherwise structured – may become part of the Chinese economy.

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      4 credits
    • Applications & Emerging Technology (Electives)
      Programming II For Marketing Professionals

      This course is a continuation of the course Introduction to Programming for Marketing Professionals I. In this course, students will build on their knowledge learnt in the basic course. The goal of this course is to teach students about the structuring and creation of more complex code which can be applied to marketing needs.

      4 credits
    • Year-End Project
      Capstone Project-3

      In the third year, students will focus on the implementation phase of the project. At the beginning of the year, students will submit a progress report including the status of key stages of the project and a description of the remaining work. Students will also rehearse a presentation for their mentor to practice for the end of programme presentation that will take place at the end of the third year.

      8 credits
    • Year-End Project
      Seminars & Workshops-3

      The University will offer regular open lectures by professors, experts, and key figures in digital marketing, design, and technology. Students in the digital marketing programme are required to attend a significant quantity of the lectures and submit reports describing what they’ve learned. Students of the first year will be required to describe the statement of the problem discussed and its significance.

      4 credits
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