Digital Marketing Strategy

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент маркетинга и предпринимательства

Статус:

Курс обязательный

Когда читается:

4-й курс, 2 модуль

Преподаватель

Тихомолова Ася Александровна

Course Syllabus

Abstract

The course is aimed at developing practical skills in developing marketing strategies, taking into account modern digital technologies and platforms. Students will learn to prepare comprehensive strategies that include key digital marketing channels, including contextual, targeted, media advertising, content marketing, etc. The course also includes a block dedicated to creating effective presentations, which covers the principles of material structuring and storytelling, allowing students to effectively present their ideas and convey them to the target audience. Students will work on real-life cases and projects, allowing them to put their knowledge into practice and develop their creative and analytical skills. By the end of the course, students will be able to develop and implement strategic digital marketing solutions and effectively present their results using modern storytelling techniques.

Learning Objectives

• Development of the ability to create comprehensive strategies for the international market

Expected Learning Outcomes

• Сreates a marketing strategy taking into account the cultural and economic characteristics of the market
• Describes the stages of marketing research

Course Contents

• Introduction to digital strategy
• Cross-cultural communication frameworks
• Map of platform and payment ecosystems by region
• Marketing Intelligence (Research) Pyramid
• Market Selection and Entry Models for Digital-First Brands
• Global STP (Strategy, Targeting, Positioning) in an Algorithmic World
• Localization strategy
• Media Mix and Budget Allocation
• Measuring in a Cookie-Free World and Preventive Auditing
• AI-native global strategy

Assessment Elements

• Capstone Project
• Attendance and activity
• Homeworks

Interim Assessment

• 2026/2027 2nd module
  0.35 * Homeworks + 0.4 * Capstone Project + 0.25 * Attendance and activity

Bibliography

Recommended Core Bibliography

• Hoffmann, S., Akbar, P. Consumer Behavior: Understanding Consumers – Designing Marketing Activities, Springer Wiesbaden, (2023)
• Marketing and Smart Technologies. Proceedings of ICMarkTech 2025, Volume 1,
Editors José Luís Reis, Enrique Bigne, Zorica Bogdanović, José Paulo Marques dos Santos,
Series title Smart Innovation, Systems and Technologies, 2026,
https://doi.org/10.1007/978-3-032-16284-7
• Sergeeva, O. E. Marketing strategies at hierarchy levels : монография / O. E. Sergeeva. — Москва : Дело РАНХиГС, 2022. — 68 с. — ISBN 978-5-89781-781-8. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/465746 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
• Денисова, Т. А. Стратегия маркетинга на зарубежных рынках : учебное пособие / Т. А. Денисова. — Иваново : ИвГУ, 2023. — 132 с. — ISBN 978-5-7807-1435-4. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/462434 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Recommended Additional Bibliography

• Malhotra, Naresh. Marketing Research: an Applied Orientation, Global Edition, Pearson Education, Limited, 2019. ProQuest Ebook Central, Retrieved from https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=5640382.
• Sustainable Digital Marketing for Fashion and Luxury Brands: Theory and Practice, Editors Wilson Ozuem, Silvia Ranfagni, Cindy Millman, 2025,
https://doi.org/10.1007/978-3-031-82467-8

Authors

• Belokhlebova Natalia Aleksandrovna
• PRIVALOVA ALEXANDRA YUREVNA