Course Code: MPV 222.1 • Study year: II • Academic Year: 2024-2025
Domain: Marketing - Masters • Field of study: Marketing and sales promotion
Type of course: Compulsory
Language of instruction: English
Erasmus Language of instruction: English
Name of lecturer: Silvia - Stefania Maican
Seminar tutor: Silvia - Stefania Maican
Form of education Full-time
Form of instruction: Lecture
Number of teaching hours per semester: 56
Number of teaching hours per week: 4
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 7

Course aims:

This course will students to easily understand the importance of such things as company's email marketing list, search engine advertising and blogs. They will gain an understanding of how to make B2B relationships help build an increased internet presence.
The aim is to get the necessary knowledge of how to plug the company into social networks, e-books and Adwords.
They will know how to implement full SEO for the company's site; what to pay for and where to find good help with it.
They will learn how to carve out an internet niche for the company and why that is important to online success.

Course Entry Requirements:

Principles of Marketing

Course contents:

Design Thinking for a Digital World; Search Engine Optimization (SEO); Social Media; Online Advertising; Web Analytics; Data Visualization;

Teaching methods:

Lecture, Discussions, Study cases of/& Online Projects.

Learning outcomes:

To supplement the concepts, various leading marketers, designers, and content strategists from industry will address special topics such as email marketing, user experience design, search engine optimization (SEO), building online communities, geo and mobile marketing. Students will also have the opportunity to examine these topics firsthand through group projects and exercises ranging from getting a project funded on Kickstarter, building out a personal site in WordPress, to working with a real e-commerce company on the final.

Learning outcomes verification and assessment criteria:

Multiplechoice final exam - 50%; project - 50%

Recommended reading:

Brian Sheehan, Basics Marketing 02: Online Marketing,, online, 2010, 130.
Joshua Grossnickle, ‎Oliver Raskin, The Handbook of Online Marketing Research: Knowing Your Customer,, online, 2000, 450.
Mooradian, T.A., Strategic Marketing, Prentice-Hall International Inc., online, 2011, 350.