Digital Marketing & AI Strategy

About

"Our summer school is proudly celebrating its 10th anniversary this year! Over the past decade, we've welcomed more than 1,000 students from around the world to dozens of enriching summer courses. Become a part of our Alumni community!"

Online Marketing
You have an exclusive opportunity to join our most popular and successful course, already taught the 9th year in a row!

In this course, you will learn everything about online marketing to get you started. You will learn how AI is changing the fundamentals of marketing communication and how to adapt to be successful in this area in the future. In detail you will discover how to create a digital marketing strategy and how to apply it in various online channels like social media, PPC, emailing and other. You will gain knowledge about SEO (optimization for search engines) and web analytics, website creation and implementation of online marketing, and also where to find the newest information, trends and tools.

I hate plain talking! This is the reason why I (the tutor) have decided to teach a seminar with cooperation with real businesses! I am going to introduce you the world of online marketing, show you how the channels are connected and teach you how to measure everything you do online. See the Skills and Syllabus tabs for more information.

Course leader

Jan Stastny. Jan has 15+ years of experience in digital marketing and online business. He spent 8+ years in a leading Czech digital agency H1.cz focusing on digital and omnichannel strategy, project management and business planning and evaluation.

Target group

Young professionals and university students with an intermediate level of English.

Course aim

SKILLS

Digital Marketing is a very broad mixture of marketing channels and people. After completion of the course, attendees will be able to:

- Understand how AI tools change the way of online marketing
- Create an digital marketing strategy
- Understand various online channels including PPC, Social Media Marketing and E-mail Marketing
- Understand the basics of SEO (Search Engine Optimization) and web analytics
- Understand the process of website creation and how to include online marketing channels.
- Understand how to use data for evaluation of results and optimization
- Use the best tools on the market and where to find the latest information and updates.

PREREQUISITES

◦ Students must be intermediate in spoken English (B1).
◦ For tasks to be performed in class they need to have access to a computer.
◦ Basics of HTML programming may be an advantage but it is not necessary.

SYLLABUS

Day 1 - Introduction

Welcome ONLINE guys!
Introducing the world of online marketing and its endless possibilities.
General goals of Marketing activities.
Introducing the team project of this course – Make your own online company.
AI and its usage in online marketing

Day 2 – WordPress part 1

Basics of website development
Introduction to CMS – WordPress

Day 3 – WordPress part 2 + SEO

Creating a websites for your team project
Basics of SEO

Day 4 – Web Analytics

Introduction to web analytics
You cannot do marketing if you do not know how to measure it!
Google Analytics 4

Day 5 – Email Marketing

Introduction to email marketing
How to use email marketing tools - MailChimp
Creating your own email campaing

Day 6 – PPC in Facebook

Introduction to Facebook Ads Manager
Measuring campaigns on Facebook
Creating campaign in Ads Manager

Day 7 – PPC in Adwords

PPC and RTB.
Creating campaign in Adwords (and Bing)
Retargeting and Remarketing

Day 8 – Social Networks

Twitter, Snapchat, YouTube, LinkedIn and the others
Using Facebook and Instagram for business purposes.
Communication in the world of social media.
Influencers

Day 9 – Digital Marketing Strategy

How to create and successfully execute an online marketing strategy
Setting up goals, KPI and measurement
Creating a media channel mix and a media plan

Day 10 – Final Day

Basic of IT Project Management
Presentation of your team projects
Graduation ceremony
*Program/Course Outline is subject to change.

+ Real case studies from real businesses.

Fee info

Early bird fee 900EUR until 31.12.2025