The courses are open for single enrollment. You can apply for different courses independently without being enrolled in the whole Marketing Management Certificate Program.

The aim of the course is to acquaint participants with digital marketing methods, techniques, and tools for engaging users and creating opportunities for brand interaction. The course provides guidelines for digital communication design that provokes customer action. Participants will gain an understanding of how to transition from buying impressions on a website to buying audiences.

Topics: Overview - from display advertising and PPC to advertising networks and exchanges, the six steps of the digital strategy; websites - development considerations and design; email marketing; online advertising - payment models: CPM, CPC, CPA; affiliate marketing - payment: CPA, CPL, CPS; search engine marketing - SEO, PPC, SERP and social networks; PPC advertising, keyword settings, conversion and clickthrough rates; social media - categories, strategy, and planning; online reputation management (ORM) - ten rules how to cope with an attack on the brand.

The aim of the course is to show you how to create content for the purposes of your online marketing, how to produce and share relevant and valuable information which will attract leads, build your reputation and trust in you, and ultimately convert your visitors to buyers.

Topics: Basic principles of CM; The CM transformation; Critical overview of CM; CM as a competitive advantage; Determining the metrics; Content differentiation; Publishing schedule; Features of good content; Sources of relevant content; Own content and outsourcing; The blog as a starting point; Blogging guidelines; Blog post template; Webinars; White papers and e-books; Video; Podcasts; Case studies.

Topics: Market share, penetration, hierarchy of effects; margin and profit, analysis of contribution; product and portfolio management; pricing strategy: price elasticity of demand; promotion; advertising and web metrics: rating, reach and frequency, clickthrough reate, visitors; marketing and finance: net profit, profitability, ROI, ROMI.

The objective of this course is to help participants understand through theory and practice the process of media planning and decision making, develop the ability to identify and solve media problems, make strategic and creative media decisions from the marketing perspective. The course is particularly suitable for advertisers who want to gain an understanding of media planning, media metric and applied valuation of campaign effectiveness. Knowledge acquired in this course will allow participants to strictly control the actions performed by a media agency or a freelance consultant during the implementation of a given campaign.