Online promotional campaign - Digital promotion in a few steps 3302-KpPc-OG

https://www.eecom.eu/pl/courses/kampania-promocyjna-w-sieci/

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

Type of course

general courses

Mode

Remote learning

Prerequisites (description)

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

Course coordinators

Przemysław Jóskowiak

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

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 the EECOM Academy e-learning platform

- Teaching materials available on the EECOM Academy 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:

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 3302-KpPc-OG in USOSweb