Ljubljana, Slovenia

Digital and Social Media Marketing

online course
when 6 July 2020 - 20 July 2020
language English
duration 2 weeks
credits 7 EC
fee EUR 360

The main aim of the course is to provide students with a comprehensive understanding
of how digital technologies and the rise of social media are changing marketing
strategies and tactics across different industries. This includes learning about marketing
concepts that are relevant in the digital environment, analysing best practice examples,
and developing skills for creating, delivering and communicating value by using digital
marketing tools and social media platforms. Additional aims of the course include
providing students with insights into current digital marketing and social media trends,
and teaching them how to combine digital and offline marketing tactics.
The course builds on traditional marketing courses and discusses digital strategies and
tactics from a brand perspective. Beside more general overview of the digital marketing
and social media phenomena, the course will focus on topics which are critical in
leveraging the power of social media, such are: content management, development of
social media presence, viral marketing and storytelling. It will be discussed how power
has been shifted from brands to consumers, how to engage consumers through social
media, and what is the interplay between social media and other digital marketing
Students who take this course will be able to:
1. Assess the marketing potential of digital technologies and social media platforms for
a particular real-life marketing challenge;
2. Understand the digital consumer;
3. Propose relevant digital value proposition;
4. Choose relevant digital and social media platforms;
5. Propose digital marketing tactics to achieve marketing goals.

Course leader

Vatroslav Škare, University of Zagreb, Faculty of Economics and Business, Croatia

Target group

Master students and Bachelor students in their final year of study

Fee info

EUR 360: The online course fee is 360 EUR and includes:

course tuition and all course materials/software;
non-refundable administrative fee,
Certificate of Attendance and Transcript of records;
support from the summer school team throughout the programme;
some activities during the programme to interact with fellow participants and the summer school team.