1. Definition and conceptual framework of digital marketing and social media in business, use of digital marketing for marketing research purposes (gathering relevant information)
– use of AI for predictive analysis of customer behavior

2. Establishing and ensuring relevant content of a web presentation
– use of AI tools for generating personalized content (content marketing)

3. Offering products and related complementary services on websites
– automated product recommendations using AI based on user data analysis

4. Email marketing – basics of building effective email marketing campaigns
– customer segmentation using AI and integration with CRM systems for personalized communication

5. Search engine optimization – basics of creating an adaptable SEO plan – methodology for creating, editing and optimizing the form and content of websites to increase their visibility and appropriate automated processing in internet search engines

6. Search Engine Marketing (SEM) – targeting the desired customer segment, functioning of SEM auctions, introduction to key elements of PPC advertising

7. Keyword advertising in Google Ads – tools for researching and selecting keywords, negative keywords, campaign structure

8. Research tools, types of keyword matching, conversions and their selection, use of metrics: click through rate – CTR (effective ad click rate), cost per click – CPC (cost per ad click), pay per click – PPC (payment per click)

9. Web analytics as the basis of all digital activities – types of data and their interpretation to achieve business goals, examples of goal setting (conversions), Google Analytics and Google Trends
– use of AI for traffic analysis and prediction of user behavior trends

10. Marketing on social media, selecting suitable social platforms, and communicating with user base, corporate and personal accounts, setting goals and executing a plan

11. Digital marketing targeted at mobile devices; website optimization for mobile, use of web apps, special features for mobile search campaigns, mobile ads on social media

12. Display advertising, ad functions and appearance, display ad campaigns, targeting relevant audiences, promotional videos and video ads
– use of AI for automatic adaptation of advertising content to different target groups

13. Setting up an online store, example of a suitable content management system, online payments – payment gateways, order management
– integration with CRM systems for managing customer profiles and order history
– CRM as a tool for customer care and personalized offers within the e-shop
– tracking purchasing behavior and recommending repeat purchases using AI and CRM

1. Digital Marketing and Social Media in Retail, Marketing Research
Practical example: using AI for sentiment analysis and automated feedback collection.

2. Creating and Managing Relevant Website Content
Illustrated with examples.

3. Product and Service Presentation on the Website
Example: offer personalization using CRM based on purchase history.

4. Email Marketing – Building Effective Campaigns
Practical exercises.

5. SEO – Planning, Creating, and Optimizing Website Content for Search Engines
Example: using AI tools for SEO content and keyword suggestions.

6. SEM – Targeting, PPC, and Ad Auction Principles
Practical examples.

7. Keyword Advertising – Keyword Selection and Campaign Structure in Meta Business Suite
Exercises and demonstrations.

8. Working with Keywords and Metrics (CTR, CPC, PPC)
Practical exercises.

9. Web Analytics – Goals, Data, Google Analytics and Google Trends
Examples and output interpretation.

10. Social Media Marketing – Targeting, Communication, Strategy
Example: using CRM for audience segmentation and personalized campaigns.

11. Mobile Marketing – Website Optimization, Apps, and Mobile Ads
Practical examples.

12. Display Advertising – Formats, Videos, Targeting
Example: AI-generated promotional videos from product assets.

13. E-shop Setup, Payment Systems, Branding and Promotion
Examples of e-shop management and targeting based on purchase behavior.

Professional Knowledge

The student understands the principles of digital marketing (including SEO/SEM, email, and social media) on both desktop and mobile platforms.
They are familiar with website monetization, the use of AI, and the functioning of distribution and advertising channels.
They have knowledge of tools for analyzing and predicting customer behavior, including CRM and AI-based solutions.
They are oriented in electronic payment systems, UX optimization, and AI-supported website development.
They understand marketing research methods, including automated data collection and analysis from digital platforms.

Professional Competencies

They can design and evaluate digital marketing campaigns using AI tools (e.g., ChatGPT, Google Ads).
They optimize website content in terms of SEO, user experience, and brand design.
They analyze data from Google Analytics, CRM, and other sources to support marketing decisions.
They create personalized strategies and targeting based on segmentation and user data.
They are capable of planning digital activities effectively, even with a limited budget.

Professional Skills

They use AI tools in practice for ad creation, content development, SEO copywriting, and performance prediction.
They design surveys and analyze market research data using modern digital tools.
They design and test UX and web interfaces based on user behavior analysis.
They optimize social media campaigns according to trends and performance metrics.
They create targeted campaigns based on user data and e-shop behavior patterns.