Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Digital marketing (17.F321I1)

Type of studies	Title
Undergraduate Academic Studies	Graphic Engineering and Design (Year: 3, Semester: Summer)

General information:

Category	Scientific-professional
Scientific or art field	Grafičko inženjerstvo
ECTS	5

Acquiring knowledge, competencies and academic skills in the field of digital marketing. Development of creative abilities and mastering specific practical skills in the domain of digital marketing. The intention of the teacher is that through this course a student: learn basic concepts and definitions from the domain of digital marketing, understand the use of these concepts in the context of learning, problem set up and problem solving, develop the ability to recognize problems in the domain of digital marketing in terms of identification, formulation and possible resolution as well to introduce basic principles of engineering judgment and decision making.

After successfully completing the course, the student is able to solve specific problems in the field of digital marketing. Ability to be self-critical and to think critically and approach in the field of digital marketing. After this course, the student is able to: connect acquired knowledge with the following courses and apply it in engineering disciplines that include digital marketing into their tools, communicate with other engineers and work in the team, think creatively, demonstrate acquired knowledge and skills and use them to design new solutions in engineering, but also to independently pursue new skills and knowledge in the area of digital marketing.

Direct and Classical Marketing, Real and Digital Marketing, Content Marketing, SEO Optimization, SEO Content, CRM CRM Modules (Accounts, Leads, Opportunities ...), Marketing on Social Networks, Email Marketing, Google Analytics, Facebook Campaigns and Google Adwords

Lectures are held using contemporary didactic means and methods, interactively in the form of lectures and computer excercises. The theory is presented in lectures, followed by the examples and solution simulation for a better understanding of the course content. Computer excercises is organized in a manner to supplement theoretic lectures and digital marketing skills. Apart from lectures and practice, consultations are regularly held.

Authors	Title	Year	Publisher	Language
Ryan, D.	Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation	2014	Kogan Page	English
Kingsnorth, S.	Digital Marketing Strategy	2016	Kogan Page Limited	English
Davis, R.	Social Media Branding for Small Business: The 5–Sources Model	2015	Business Expert Press, LLC,	English
Pulizzi, J.	Epic content marketing : how to tell a different story, break through the clutter, & win more customers by marketing less	2013	Mcgraw Hill Education	English
Lewis, W.	Aesthetic Clinic Marketing in the Digital Age	2018	Taylor & Francis Group	English
Chaffey, D., Ellis-Chadwick F.	Digital marketing - strategy, implementation and practice	2016	Pearson Education Limited	English
Hemann, C., Burbary K.	Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World	2013	Que Publishing	English

Course activity	Pre-examination	Obligations	Number of points
Oral part of the exam	No	Yes	30.00
Theoretical part of the exam	No	Yes	40.00
Lecture attendance	Yes	Yes	5.00
Computer excersise defence	Yes	Yes	20.00
Computer exercise attendance	Yes	Yes	5.00