STEP OUT

The last ten years have brought about significant changes in digital marketing, which has become more complex and more demanding. Institutions have to invest much more effort to teach their target groups through proper segmentation. Since promoting, measuring and optimising online marketing activities has become incredibly complex, with changes being introduced on a daily basis, continuous improvement of one’s skills in all relevant areas of digital marketing is a must. Spurred by the desire to maintain high quality of work, while also keeping in line with the institution’s long-term plan, the goals of this project are:

• to learn how to identify and use latest techniques and tools for digital business and advertising of the institution,
• to identify most popular trends in digital advertising,
• to be able to critically decide when to advertise in real time and via which channels, so as to reach the end learner,
• to promote and develop media and virtual literacy for quality and relevance of education at all levels,
• to master electronic advertising tools with a call-to-action design,
• to exchange quality experiences with other learners, who also have high expectations in terms of efficiency of marketing activities and online sales.

Measuring the efficiency of marketing activities has become the holy grail of digital advertising, which is why it is necessary to be familiar with complex tools and techniques for optimisation, measurement and maximum return on investment of online campaigns.