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LO-1
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Defines the fundamental concepts of marketing, explains their historical development, and relates them to current communication environments. |
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LO-2
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Compares traditional and digital marketing strategies, evaluates their advantages and disadvantages, and discusses their applicability across different media environments. |
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LO-3
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Conducts audience segmentation based on user data, creates user profiles, and applies the persona development process. |
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LO-4
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Defines the concepts of brand identity, brand positioning, and customer loyalty; analyzes these concepts through successful campaign examples. |
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LO-5
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Analyzes integrated marketing communication (IMC) approaches, develops multichannel communication strategies, and ensures message consistency. |
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LO-6
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Produces content by taking into account the characteristics of social media platforms and designs channel-specific communication strategies. |
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LO-7
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Applies the processes of search engine optimization (SEO) and search engine marketing (SEM) at a basic level; performs keyword planning and ad copywriting. |
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LO-8
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Analyzes campaign performance data using Google Analytics and other digital measurement tools. |
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LO-9
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Identifies ethical issues encountered in digital marketing processes and develops solution-oriented proposals. |
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LO-10
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Develops an original digital campaign within a group project and presents it effectively in the classroom. |