Digital Marketing

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  • OVERVIEW

    Great ideas bloom or wither depending on whether a digital marketing strategy can communicate them. The Harbour.Space Digital Marketing Master’s programme is an intensive and hands-on degree that gives students the skills they need to successfully position a product or service in today’s over-saturated sea of communications.

    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.

  • First Year
    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.

    All courses are electives, yet we strongly recommend students to take courses marked as core. In total 1 year Master's consist of 15 modules including 1 module of workshops & seminars, 1 client and 1 capstone projects. 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.

    Upon completing our programme, you will become a digital marketing professional. You will be well-prepared to work in a sales or marketing department of a major brand, in an advertising agency, or in a media or technological company. You will know how to help brands to communicate effectively with their target audiences using the awesome benefits that emerging online technologies have brought to the world.

    • 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.

      elective
      4 credits
    • Outbound & Inboud Marketing
      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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      elective
      4 credits
    • Outbound & Inboud Marketing
      Programmatic & RTB (Audience Buying)

      In this course students will learn the main concepts of audience-buying through real-time bidding auctions and programmatic models. They will study complex concepts of RTB-buying with the ecosystem using DSPs (demand side platforms), SSPs (supply side platforms), DMPs (data management platforms), AdExchanges, private market places, and preferred deals. Using the real taxonomy of DMPs, we will discuss the user segments that potentially can convert into customers.

      elective
      4 credits
    • Digital Marketing Instruments
      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.

      elective
      4 credits
    • Digital Marketing Instruments
      Social Media Marketing, Viral, And Storytelling

      This course covers advertising, marketing, and communication strategies in the new social media landscape. 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 social media ecosystem. How to build successful social media marketing strategies? How to track the effectiveness of social media advertising?

      This course will also develop 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 shape each narrative to suit the respective brand’s identity and voice and tone – from creation to distribution to archiving. We've all heard the phrase “It went viral,” but what does that mean? How to create best-of-class content for branded social profiles that can become viral? Students will learn about viral marketing as 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). With the use of case studies and Capstone projects to experiment with, students will use the classroom as a test-lab for their future endeavours in social media.

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      elective
      4 credits
    • Market Analytics & Research
      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.

      elective
      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 know- how that virtual companies generate, along with non- tangible 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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      elective
      4 credits
    • Digital Marketing Instruments
      E-Commerce, CRM & Loyalty Programmes

      How did Amazon from a small online store in America 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, and to help students to define a CRM strategy and develop a unified customer view across all marketing activities. 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 existing distribution channels. We will discuss the possibilities of online business as well as associated marketing challenges, payment options, security issues, and customer service.

      elective
      4 credits
    • Digital Marketing Instruments
      Mobile & Gamification

      The usage of mobile technology is exploding. Cellular phones are becoming everyday gadgets and we almost can not do without them. In parallel, the world of video games has also successfully entered our daily lives. The video game industry is now bigger than Hollywood because well- designed games take advantage of both technology and psychology. This course will examine the role that digital marketing can play across mobile and wearable devices, and how digital game design allows marketing specialists to present their brands in virtual reality in the format that is natural to current user behaviour. What will the future of mobile advertising look like? How can geo-located technologies like NFQ or iBeacon benefit us?

      Into which form data has to be reshaped for digital marketing purposes? We will analyse all aspects of the current mobile reality as well as give some early insights into where digital marketing across mobile and wearable devices might progress in the near future. Students will observe the real case studies of in-game adverting, using gamification for loyalty programmes or for creating branded games. Gamification incorporates 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 professionals, as well as often handy for users. We discuss what's useful and what are passing marketing hypes – what works and what is likely to fail. Major companies and fast-growing start-ups now utilise mobile applications and gaming in marketing, human resources, innovation processes, health and wellness projects, education, and customer engagement.

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      elective
      4 credits
    • Digital Marketing Instruments
      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 high- quality content, and what channels offer best opportunities for each specific purpose.

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      elective
      4 credits
    • Digital Marketing Instruments
      Digital Strategy & 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 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. This course combines all aspects of learned mastery of digital communications and development of a measured and well- considered strategy into one that will reach your client's business objectives. Students acquire a helicopter view of all aspects of paid, owned, and earned digital media, and learn how to create a comprehensive digital strategy for an organisation that will pass the scrutiny at the board level.

      In media campaign planning it is crucial to understand the strengths and weaknesses of each format, how audiences respond to them, and how they 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. This course combines all aspects of learned mastery of digital communications and development of a measured and well- considered strategy into one that will reach your client's business objectives. Students acquire a helicopter view of all aspects of paid, owned, and earned digital media, and learn how to create a comprehensive digital strategy for an organisation that will pass the scrutiny at the board level.

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      elective
      4 credits
    • Digital Marketing Instruments
      Technical Project Management (Digital Assets)

      Students learn about challenges often encountered during collaborative work on a large project. Such challenges stem from the professional reality that involves frequently changing requirements, imperfect effort estimations, multiple direction changes in the course of the execution of the project, as well as a lack of coordination between team members. The course introduces proven techniques to manage these challenges. Efficient project management allows teams to control costs, manage risks, and meet deadlines. Students will learn methods to structure technical projects, identify key stages and tasks, determine task dependencies, assess the level of effort, design the project plan, etc. We introduce popular project management software and offer students an opportunity to design their course project.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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. Students will submerge into the virtual reality, online gaming, and mobile marketing. We will talk about the future – wearable devices, 3D printing, robotised vehicles, smart homes, and a lot more. Our students will get the chance to hear real-life stories of creation of tech companies like Google, Facebook, Twitter, Amazon, Airbnb, and some others. We will analyse their technologies and products, investigate why they have become so successful, and discuss what to expect from them in the future.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Business & Finance Fundamentals

      How the greatest corporations were made from scratch? What is the secret behind the magnificent success of companies like Toyota, McDonald’s, or Coca-Cola? Today multinational companies play not less important roles than governmental institutions in supporting the economies of cities and whole countries. The Business & Finance Fundamentals course is designed to teach students what “business” means today and to expose them to various functions of modern companies – general management, finance, HR, marketing, sales, etc. They will learn about different business models, the history of modern-day business, and (early stage and multi-national) corporate structures in order to be able to determine what part they wish to play in this world.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Advanced Digital Marketing

      What role do websites play in a company's success? What are the benefits of a multi-platform responsive website? What can a mobile app contribute to a business? How to create and support effective 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? Today, brands fail or succeed often solely on the basis of their marketing strategies – whether their product is good or just mediocre. Being a marketing leader in a globally interconnected, highly oversaturated market isn't exactly a walk in the park. It's one of the most challenging roles out there.

      With increased access to information and fast-changing technology, the role of marketing has broadened significantly. Every business should consider which digital assets they need in order to communicate their value propositions to their target audience effectively. 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. This course will help students to create a company-wide digital ecosystem, and identify the role of each digital asset, and the connections and synergy among them. Students will learn how to manage the process of creation and launch of digital assets.

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      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Video Blogging

      Video blogging or “vlogging“ is a viral type of media that makes content easy to share and track. Individuals, companies, and organisations are using vlogging to boost their marketing potential. Video bloggers are utilising news, current events, or innovative stories to create short, entertaining online movies. In this course, we will explore how the dedicated and entrepreneurial individual can turn vlogging into a lucrative career. We will analyse the techniques and instruments these people employ to make their vlogs successful. In this class students will learn from the world's most famous authors of video blogs, such as “Aaron’s Animals” which has over one million followers. Students will be expected to build their own online video blog and should be able to maintain it, attract followers, and gain subscribers.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Email Marketing

      Email Marketing is still one of the most cost-effective and powerful forms of digital marketing and often forms the basis of online marketing strategies, as it is inexpensive, reliable, and its return on investment (ROI) can be very high. But it's getting increasingly harder to capture the attention of subscribers and to engage them effectively without damaging your brand. So, how do you stay ahead of the pack and improve your email marketing results? This Email Marketing course will help you design, develop, implement, and track your email marketing campaign in a most proficient way. You will learn all the crucial aspects of email marketing, from forming strategies, setting targets and objectives through to designing engaging content and improving deliverability. We will also explore ways and ideas for effectively building email marketing campaigns using both freely available tools and commercial applications to send newsletters to your customer base, manage your subscriber lists, and track performance to get maximum exposure.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Crowdfunding

      Crowdfunding has very fast become a mainstream fundraising model. In just a couple of years, Kickstarter has attracted over five million contributors, pledging over $1 billion and funding more than 55,000 individual projects. These numbers make crowdfunding a very attractive option for many startuppers. How to create a campaign for a project to fund it successfully? This course teaches students how to develop an effective crowdfunding profile, write about rewards with an efficient call-to-action appeal, and how to influence distributions channels for their fundraising efforts. Students will be able to understand and achieve mastery in three general categories of crowdfunding: Equity, Donation, and Debt. We will discuss the pros & cons of crowdfunding and explain when and whether it is useful to decide to opt for crowdfunding.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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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      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Master Classes with Leading Practitioners

      The university will offer one-on-one, team mentorship and workshops with key figures or mentors from digital agencies, start ups and corporate partners. Students will be required to chose several mentors, ideally from the industry similar to their personal project, and attend a significant quantity of the master calsses and submit a reports describing what they learned. Students will be required to regularly present their work to mentors and report about the project progress to the programme leadership.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      Growth Hacking

      Growth hacking is disrupting marketing as we know it. At consumer internet companies, big and small alike, the drive to find scalable and repeatable ways to gain customers is blurring the lines between marketing, product management, and engineering. We're seeing a new role emerge across Silicon Valley: that of the “growth hacker” and entire growth teams are combining quantitative direct marketing techniques, data modelling, relentless testing, and the harnessing of existing distribution networks. Facebook, Twitter, LinkedIn, and Airbnb are just a few companies who've grown to millions of users with this new breed of marketing professionals leading the charge.

      Students will learn from the examples of the best growth hackers in the business, including the founders of the growth teams at Facebook and Twitter, and other thought leaders and entrepreneurs. Our professors will cover everything from how to make sure the right growth engine is embedded at the core of the product to how they've skyrocketed customer numbers once the product-market fit has already been put in place.

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      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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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      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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?

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Communication, Leadership & Interdisciplinary Collaboration
      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.

      elective
      4 credits
    • Applications & Emerging Technology & Markets
      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.

      elective
      4 credits
    • Applications & Emerging Technology & Markets
      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.

      elective
      4 credits
    • Applications & Emerging Technology & Markets
      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.

      elective
      4 credits
    • Applications & Emerging Technology & Markets
      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.

      elective
      4 credits
    • Big Data & Emerging Technologies
      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.

      elective
      4 credits
    • Year End Project
      Capstone Project

      Students will create their Capstone Project. They're guided by a mentor and regularly discuss their direction and progress. Students determine a detailed objective for their project, research existing alternatives, outline differentiators of their approach, define challenges. At the end of the year, students will submit a progress report including the status of key stages of the project and a description of their 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 year.

      8 credits
    • Seminars & Workshops
      Seminars & Workshops

      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 will be required to describe the statement of the problem discussed and its significance.

      6 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.

      8 credits
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