Online promotional campaign - Digital promotion in a few steps (2022L) - group no. 1

The aim of the course is to learn the key stages of implementing an online promotional campaign on the example of the most popular products. We learn the basics of designing and preparing contemporary marketing and promotional activities on the web.

We work on examples from Poland and the world, including the German market. The course is open to everyone. We work in Polish.

The course is part of a new offer of modern German studies, where we combine the study of contemporary digital competences with knowledge of the countries of the German language area. #digitalstrong

Grading

The course "Online promotional campaign - Digital promotion in a few steps" takes you step by step through the steps of launching an online promotional campaign in the form of a promotional campaign.

Specific objectives are:

- to learn the basic concepts and principles of marketing and promotion activities on the web, in particular marketing and promotion objectives, promotion channels, etc.

- discussing eight key stages of implementing an online promotional campaign for physical goods, services and other products, including digital ones

- practical analysis of selected examples of real promotional campaigns (also current ones) in terms of implementation in various promotional channels, i.e. analysis of landing pages, promotional messages, etc.

- practising basic activities connected with launching a promotional campaign in the web according to a template (choosing a target, defining the target in numbers, choosing promotional channels, choosing products, etc.)

The course programme includes:

- choice of campaign objective (awareness, decision, action) and budget

- selection of promotion channels in terms of target and budget

- selection of products to be promoted in terms of objective and channels

- preparation of infrastructure for promotion (landing page) in terms of target and channels

- preparing the campaign from the content side (text + graphics)

- linking infrastructure with external systems (e.g. analytics, e-mail)

- launching the campaign according to the selected target and budget

- monitoring and evaluation of the campaign effectiveness (e.g. in terms of conversion)

- Author's own materials

- Video materials available on academius.eu platform

- Course materials available on the academius.eu platform

- Websites of selected online businesses