Digital campaign from A to Z - promotion in a few steps 3302-KCAZ-OG

https://www.academius.eu/kursy/kampania-cyfrowa-od-a-do-z-promocja-w-kilku-krokach/

The specific objectives of the course are to understand:

- a digital campaign as a closed design process,
- the POEM model and the principles of campaign planning based on owned, paid and external channels,
- the principles of defining key performance indicators (KPIs),
- the importance of post-launch activities, including user retention and further work with the audience,
- the possibilities and acquisition of skills in using artificial intelligence (AI) tools at the planning, implementation and analysis stages of a digital campaign.

Acquisition of skills:

- conducting simplified market research and defining a real marketing problem,
- building a user persona and formulating a unique value proposition (UVP) for a digital campaign,
- selecting communication channels, message formats depending on its objective,
- preparing campaign messages, including text content, visual creations and landing page structure,
- preparing and launching a digital campaign.

The use of generative AI tools, such as ChatGPT, is permitted for selected tasks carried out during classes. Any such use must be properly described and/or cited. The course participants are responsible for all content generated using AI tools.

Course coordinators

Przemysław Jóskowiak

Type of course

general courses

Mode

Remote learning

Prerequisites (description)

The course is aimed at beginners or possibly those with basic knowledge of online marketing and promotion. The course is delivered through e-learning. Participants receive access to prepared video content on the Academius e-learning platform and complete the available thematic modules independently. The instructor reviews the sub-tasks and the final project.

Learning outcomes

Course participant:

Knows:
- what a digital campaign and online marketing and promotion strategy are, and can identify the principles of designing them for various online entities,
- the key principles, stages and tools for designing a digital campaign as a coherent promotional system with its own channel and related external channels, including the possibilities of using artificial intelligence (AI),
- the basics of professional online multimedia communication used in digital campaigns, in particular in the field of copywriting, visual content and onsite SEO elements,
- the principles of planning, preparing and launching paid promotional campaigns, including advertising campaigns, social media campaigns and e-mail marketing campaigns.

Is able to:
- design and implement basic campaign activities for professional work and/or own business ventures.

Understands:
- the objectives of a marketing and promotional campaign (e.g. building awareness, interest, conversion) and how to use them in practice when designing campaign activities.

Assessment criteria

The basis for verification of knowledge:

- evaluation of sub-tasks available after selected modules of the course

- evaluation of the final project consisting in the independent development of a digital campaign concept as a coherent promotional system (strategy, objectives, channels, messages, campaigns, key performance indicators) for a selected type of online entity

Bibliography

- Author's own materials

- Video materials available on the Academius e-learning platform

- Teaching materials available on the Academius e-learning platform

- Websites of selected businesses on the web

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: