Zagreb, Croatia

Digital and Social Media Marketing

when 20 June 2022 - 8 July 2022
language English
duration 3 weeks
credits 6 EC
fee EUR 1449

The “Digital and social media marketing” course doesn’t require any previous knowledge from any specific field. During this course, students will learn the main online marketing concepts and their practical meaning on the web for the implementation of online businesses. At the end of the course, students will gain a lot of practical knowledge throughout the development of their own marketing plan, also whilst planning websites, by using Google AdWords and Facebook marketing tools. During the course, students will create e-marketing campaigns for their project idea. Marketing campaigns will utilize e-marketing tools and technologies which will previously be explained and demonstrated in the class. This course will also give students an understanding of major e-marketing trends present in the market today and give them an understanding of expected development in the future. Through a number of cases, students will gain a deeper understanding of the main success and failure stories from the e-marketing arena, plus they will have an opportunity to engage in interesting discussions regarding modern e-marketing trends. Students will learn to analyze modern concepts, practices, and modern web e-marketing applications and services used on the web today.

Topics covered:

Introduction to online marketing
The digital marketing model and how it works
Understanding the marketing story model, customer journey, the sales funnel, and how to use the right tools to analyze the market
How to make your own web page?
Creating web page using WordPress Search engine optimization
Overview of Search engine optimization (SEO) and why is it important for your webpage
Social media marketing – understanding how it works and how to use it for the benefit of the marketing campaign (Instagram, Facebook, and other media)
Influencers marketing – the “new” way of promoting products and services
E-mail marketing – creating newsletter and newsletter marketing
Google implementations – how to connect Google+ MyBusiness, Google Search Console, Google Analytics
Deeper research on how to analyze web page performance with implemented tools
Google AdWords – understanding pay-per-click advertising (PPC), understanding AdWords ad types, AdWords Account, researching keywords, evaluating a keyword, creating your first ad group, writing effective text ads, using bid adjustments, understanding quality score, tracking ad performance, measuring return on investment (ROI), using the conversion optimizer, remarketing campaigns, understanding video ads
Social media ads, creating and managing Facebook ads
Google Analytics and Social analytics
Understanding and analyzing marketing key performance indicators (KPIs)

Course leader

Philip Vranešić, MBA, completed his graduate studies at ZSEM, MBA program, Information Information Systems Management. He is currently pursuing a doctorate at Sheffield Hallam University (SHU) in England.

Target group

Undergraduate and graduate students of business, economics and any related field.

Fee info

EUR 1449: The tuition fee includes:

1 course from the International Summer School course list (6 ECTS/3 US credits)
Optionall Croatian Studies course (4 ECTS/2 US credits) with visits to cultural and business institutions
4- day study trip to National Park Plitvice Lakes, the city of Zadar with a boat excursion to National Park Kornati and a company visit to Pelagos Net (tuna farm), 3 nights accommodation in Zadar
Moodle E-learning access
All study materials
Rich social program

The tuition fee does not include:

Accommodation in Zagreb
Administrative fees for visa processing and health insurance
Travel expenses
EUR 999: Early-bird tuition fee for payments before April 30th, 2022.


Students from ZSEM partner universities pay a special tuition fee of 800 EUR.