- Inter-faculty Studies in Bioinformatics and Systems Biology
- Bachelor's degree, first cycle programme, Computer Science
- Bachelor's degree, first cycle programme, Mathematics
- Master's degree, second cycle programme, Bioinformatics and Systems Biology
- Master's degree, second cycle programme, Computer Science
- Master's degree, second cycle programme, Mathematics
Online promotional campaign - Digital promotion in a few steps 3302-KpPc-OG
The course "Online promotional campaign - Digital promotion in a few steps" takes you step by step through the steps of launching an online promotional campaign in the form of a promotional campaign.
Specific objectives are:
- to learn the basic concepts and principles of marketing and promotion activities on the web, in particular marketing and promotion objectives, promotion channels, etc.
- discussing eight key stages of implementing an online promotional campaign for physical goods, services and other products, including digital ones
- practical analysis of selected examples of real promotional campaigns (also current ones) in terms of implementation in various promotional channels, i.e. analysis of landing pages, promotional messages, etc.
- practising basic activities connected with launching a promotional campaign in the web according to a template (choosing a target, defining the target in numbers, choosing promotional channels, choosing products, etc.)
The course programme includes:
- choice of campaign objective (awareness, decision, action) and budget
- selection of promotion channels in terms of target and budget
- selection of products to be promoted in terms of objective and channels
- preparation of infrastructure for promotion (landing page) in terms of target and channels
- preparing the campaign from the content side (text + graphics)
- linking infrastructure with external systems (e.g. analytics, e-mail)
- launching the campaign according to the selected target and budget
- monitoring and evaluation of the campaign effectiveness (e.g. in terms of conversion)
Type of course
Mode
Prerequisites (description)
Course coordinators
Learning outcomes
The course participant can:
- determine campaign objective and budget
- choose products to promote in terms of objective and channels
- prepare a substantive campaign
- launch a campaign in accordance with the selected objective and budget
- select promotion channels in terms of objective and budget
- prepare the infrastructure for promotion according to the objective and channels
- connect infrastructure for promotion with external systems
- evaluate the effectiveness of the conducted campaign
Assessment criteria
Verification of course knowledge will be based on:
- assessment of the partial assignments available after selected course modules, including your own analysis of the baseline promotional structure
- evaluation of the final project, i.e. a project of one's own promotional campaign created on the basis of the promotional campaign implementation template
Bibliography
- Author's own materials
- Video materials available on academius.eu platform
- Course materials available on the academius.eu platform
- Websites of selected online businesses
Additional information
Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:
- Inter-faculty Studies in Bioinformatics and Systems Biology
- Bachelor's degree, first cycle programme, Computer Science
- Bachelor's degree, first cycle programme, Mathematics
- Master's degree, second cycle programme, Bioinformatics and Systems Biology
- Master's degree, second cycle programme, Computer Science
- Master's degree, second cycle programme, Mathematics
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: