- Teacher: Anouk Samantha Bergner
Course Overview
This course introduces the principles and practice of digital marketing, from strategy to execution. You will learn how to analyze markets and consumers, design campaigns, and optimize digital experience journeys. Each week blends theory with practice: The lecture on Tuesdays will focus on key concepts and frameworks, while the lab on Thursdays will bring them to life through real-life cases, guest lectures, and collaborative activities. My hope is that by the end of the course, you will not only understand how digital marketing works but gain some hands-on experience in creating and evaluating campaigns that deliver real impact.
The course is divided into three parts:
- Part I Foundations: Core concepts, consumer behavior, and strategic planning
- Part II Implementation: Applying strategies across media, customer experience, and campaigns
- Part III Evaluation: Measuring results, refining campaigns, and presenting insights