Digital Marketing

This course is designed as a hands-on introduction to the rapidly evolving world of digital marketing with an emphasis on paid media and search advertising. After a short conceptual introduction to different forms of online promotion, students will be introduced to fundamental online advertising terminology, ad server basics, budgeting, targeting approaches, keyword targeting and selection, metrics & analytics. An emphasis will be made on Google AdWords and Search Advertising. Students will have the opportunity to obtain an optional Google AdWords certification during the course. As integrative part (counting for 30% of the final grade), students will set up and run their own online marketing campaign using Google AdWords for a local company of their choice. The course is structured as a block but runs throughout the whole semester. Due to capacity restrictions, the course is limited to 40 students.