Internet Marketing - Pay Per Click Advertising 04-W-IMPPCA-45

Module aim: The aim of this Module is to provide students with a solid knowledge and skills related to PPC digital marketing tools and strategies. Students can learn basic and/or advanced techniques of online marketing tools and strategies. Course participants will also learn how utilize Google Cloud Platform tools as a support for informed business decisions. The course, among other, prepares students for Google Ads certification exams. The program is tailored to the individual student's background. Innovative teaching methods are applied based on online ICT tools. Students learn to use tools for self-education and online distributed teamwork. Course is adherent to the NMC Horizon and European Commission recommendations [1,2]. An optional opportunity is to take part in the Google Ad Grants Online Marketing Challenge or the Global Online Marketing Academic Challenge (GOMAC), an international online marketing competition. Participants develop online advertising campaign using Google’s marketing tools (Google Ads, Analytics etc.) and other marketing platforms. The Challenge helps students learn experientially, gives students practical, hands-on online advertising experience. Students interested in taking part in the challenges are asked to notify me at the classes. Since 2009 students attending dr. Czart's course 6 times were honored the title Europe Top 5 “AdWords Business Finalist” and 10 teams were honored the “AdWords Business Semi-Finalist” title (since 2011 defined as Europe Top 15) of the Google Online Marketing Challenge (GOMC) and were 2017 GOMC Europe Winner. Dr. Czart is a member of the Google's Global Academic Panel, Collegiate ECHO Marketing Challenge jury member and Global Online Marketing Academic Challenge Organizing Committee. Besides in-class teaching methods also online techniques (adaptation of flipped classroom method, adaptation of u-learning methodology) will be applied, including: webinars, cross-screen ICT tools including mobile technologies, Internet office suite, e-learning, slef- and community-learning elements integrated. [1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission [2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia

Module type: optional Programme title: interdisciplinary Cycle of studies: any Year of studies: any Terms in which taught: Spring

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