By the end of the course, students will be able to:
- Describe the digital customer and explain the impact of digital buying behaviour on the digital ecosystem
- Manage digital advertising platforms and develop programmatic advertising strategies
- Demonstrate how the programmatic advertising ecosystem functions and the role of the demand-side platform, supply-side platform, real-time bidding, and retargeting
- Develop and use the right digital advertising channels to optimize the marketing objectives
- Analyse and measure the impacts of digital advertising campaigns using Google Analytics Reports
Students identified and evaluated the digital platforms and developed strategies to reach out to target audience, including analysing and interpreting Google Analytics reports measuring the impact of digital advertising campaigns, and to formulate a media buying strategy to achieve business objectives.