Digital Marketing
Competences
The competences that students are expected to have acquired by the time they graduate are:
- Foundational Business Literacy
Demonstrate a solid grounding in core business disciplines including economics, management, accounting, and entrepreneurship, enabling effective engagement with cross-functional business teams.
- Digital Marketing Expertise
Apply in-depth knowledge of digital marketing principles, tools, and platforms (e.g., social media, content marketing, SEO, PPC, CRM) to develop and manage strategic marketing initiatives.
- Data-Driven Decision Making
Employ marketing analytics and consumer insights to assess, optimize, and justify digital marketing strategies and business performance.
- Creative and Strategic Campaign Design
Conceptualize, design, and execute integrated digital campaigns that align with brand goals and resonate with target audiences across multiple digital channels.
- Technological Fluency
Utilize digital and marketing technologies (e.g., CMS, analytics platforms, basic programming, AI tools) to enhance campaign efficiency and consumer engagement.
- Consumer Behavior Analysis
Interpret consumer data and behavior patterns in digital contexts to inform content, segmentation, and targeting strategies.
- Ethical and Legal Marketing Practice
Recognize and apply legal, ethical, and regulatory considerations relevant to digital marketing, including data privacy, transparency, and consumer protection.
- Professional Communication and Collaboration
Communicate marketing ideas clearly and persuasively through various professional media and collaborate effectively in diverse, interdisciplinary teams.
- Innovative and Entrepreneurial Thinking
Demonstrate the ability to think creatively and entrepreneurially in identifying digital opportunities, solving marketing problems, and responding to industry trends.
- Lifelong Learning and Adaptability
Engage in continuous learning and remain adaptable to emerging digital marketing tools, technologies, and industry shifts.