Infopaket

Digital and social media marketing

ВБ.2.04

Вибіркова дисципліна для ОП

First

2023/2024

8 Semester

4

acquaintance of students with the conceptual and categorical apparatus of the course "Digital and social media marketing"; enriching students with knowledge of the latest approaches in digital and social media marketing, typical of the international market; preparing students to work in international companies in the field of management and development of social media marketing strategies

The purpose of the discipline is to form students' latest economic thinking based on practical skills of digital marketing and social media marketing as a key tool for product promotion in modern conditions, which corresponds to the state of international market, long-term vision of social media marketing. as well as ensuring the maintenance of the level of communication with consumers through appropriate communication channels

Structural components and practical application of digital marketing Topic 1. Development of digital marketing at the present stage. Topic 2. Development of digital marketing strategy. Topic 3. Advertising as the main tool of digital marketing. Topic 4. Sales funnel in conjunction with digital marketing. Topic 5. Blog marketing and influence marketing as the main elements of digital marketing. Features of social media marketing and effective mechanisms for product promotion using them Topic 6. The main trends of social media marketing. Topic 7. Strategies of social media marketing. Topic 8. Planning and implementation of social media strategy. Topic 9. Monitoring and analytics systems. Topic 10. Forecast and prospects for digital marketing and SMM.

Lectures, seminars

Evaluation is carried out according to the modular rating system. Assessment of students' knowledge is carried out by current control, and the final result of the student's work during the semester is evaluated on a 100-point scale. Current control: answers and presentations (up to 40 points), written analytical individual and group tasks, case studies (up to 40 points), final modular test (up to 20 points). The credit is set based on the results of the student's work throughout the semester.

Ukrainian