UARUEN
+38 050 410 98 76
UARUEN
Head of digital marketing
Маркетинг
Developing a comprehensive digital marketing strategy with real cases and projects.
Managing marketing processes across various digital channels and leveraging AI technologies.
Effective management and coordination of a team of digital specialists.
Who is this course for?
Marketers and Digital Marketing Specialists
Professionals aiming to enhance their qualifications and advance to leadership positions need to stay up to date with the latest trends in digital marketing and master the development of successful online strategies. You will gain practical experience applying your knowledge and learn how to allocate budgets effectively to scale your business online.
Entrepreneurs and Business Owners
Owners of online and offline businesses, as well as entrepreneurs, need to understand the principles of developing and implementing effective digital marketing strategies. After completing the course, you will know which specialists are essential and how to efficiently monitor task execution. Moreover, you will be able to independently oversee the adherence to your digital marketing strategy and adjust it when necessary.
Graduates and Young Professionals
For graduates of marketing faculties, business schools, and marketing programs, this course will help deepen your knowledge in digital marketing. Practical work on real cases will facilitate a fast immersion into the industry. This course will enhance young professionals' employability and accelerate their career growth.
Public Figures, Bloggers, and Content Creators
For anyone looking to grow in the online space—whether on Instagram, YouTube, TikTok, or other social networks—it is essential to select the right digital marketing strategy. You need to understand how digital marketing tools work, which ones suit your needs, and what resources (both human and financial) are required for successful promotion, among other key aspects.
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By Completing This Course, You Will:

1
Be able to develop and implement effective, comprehensive digital marketing strategies.
2
Understand how different digital marketing channels (SEO, SEM, SMM, and others) work, how to choose the right ones for your needs, and how to maximize the effectiveness of each promotion channel.
3
Learn to manage campaigns across various digital channels and allocate budgets effectively.
4
Gain proficiency in using analytical tools (Google Analytics, Similarweb, Hotjar, and others) to evaluate and optimize marketing efforts.
5
Master the creation of high-quality, engaging content for social media and other platforms, with or without AI technologies.
6
Understand the key roles needed for your team and how to manage them effectively. You will also develop skills to manage contractors efficiently.
Course Program

Topic 1
Introduction: Meeting the Curator and Group
Topic 2
The Essence and Specifics of Digital Marketing
  • The 4Ps in digital marketing.
  • Interaction between traditional and digital marketing.
  • Impact of digital activities on sales volumes.
  • Defining the target audience and consumer segmentation.
  • Positioning for each target audience segment.
Topic 3
Strategy and Planning in Digital Marketing
  • Analysis of the current situation and recording baseline characteristics.
  • Defining promotion tasks and objectives.
  • Planning digital campaigns.
  • Selecting tools to engage the target audience.
  • Monitoring the effectiveness of digital activities.
  • Media planning.
  • KPIs for the Head of Marketing Department.
Topic 4
Market and Competitor Analysis
  • Identifying online competitors.
  • Methods and tools for analyzing the competitive environment.
  • Challenges and solutions for each product/service.
  • Analysis of the current positions of the website and company across digital channels.
  • Using analytics tools to assess competitors and competitive positions.
Topic 5
Personal Brand of the Head of Marketing Department
  • Who needs a personal brand and why? Which is better – a company brand or a personal brand?
  • Assessing the level of your personal brand.
  • Components and stages of building a personal brand.
  • Mistakes that can "kill" a personal brand.
  • Using artificial intelligence in the creation and promotion of a personal brand.
Topic 6
Building a Digital Marketing Team
  • The importance of a team in digital marketing.
  • Key roles in a digital marketing team.
  • Team formation.
  • Motivation and development of the team.
  • Tools and technologies for teamwork, project management platforms.
  • Evaluating team performance: metrics and KPIs. Analysis and optimization.
Topic 7
Reputation Management and Crisis Management
  • Managing online reputation.
  • Monitoring brand mentions.
  • Handling negative reviews and comments.
  • Crisis management.
  • Preparing for potential crises.
  • Strategies for responding to crisis situations in the online space.
Topic 8
Website: Creation and Management
  • Website audit.
  • Web design.
  • Preparing a technical specification.
  • Choosing who to entrust with website development: freelance, outsourcing, or in-house development.
  • Website testing.
Topic 9
Website as a Digital Channel
  • Роль юзабіліті сайту в digital-маркетингу.
  • Первинна пошукова оптимізація (SEO).
  • Інтеграція CRM.
  • Аналітика сайту в розрізі ЦА.
  • Супровід і технічна підтримка.
Topic 10
Website Usability
  • What is usability?
  • Key aspects of usability.
  • History and evolution of usability.
  • Website usability components: navigation, content, design and layout, loading speed.
Topic 11
Methods for Evaluating Usability
  • User testing.
  • Analyzing user behavior and data collection tools (Google Analytics, Hotjar, etc.).
  • Expert evaluation: methodologies, approaches, advantages, and disadvantages.
  • Practical aspects of usability improvement: forms, interactive elements, and responsive design.
  • Accessibility standards (WCAG).
Topic 12
SEO Promotion: Introduction to SEO
  • Introduction to SEO
  • What is SEO? Definition and importance of Search Engine Optimization.
  • The impact of SEO on website visibility in search engines.
  • Benefits of organic traffic.
  • Basics of how search engines work.
  • Overview of key Google algorithms (PageRank, Panda, Penguin, etc.) and their impact on SEO strategies.
Topic 13
Keywords and Research
  • Definition and role of keywords in SEO.
  • Keyword research.
  • Tools for keyword research (Google Keyword Planner, Ahrefs, SEMrush).
  • Methods for selecting effective keywords.
  • Short-tail and long-tail keywords.
  • Keyword competitiveness analysis.
Topic 14
On-Page SEO Optimization
  • Headings (H1, H2, H3, etc.).
  • Meta descriptions and their impact on CTR.
  • Creating SEO-friendly content.
  • Using keywords in content.
  • Internal linking strategy.
  • The impact of internal links on SEO.
Topic 15
Technical SEO
  • The importance of loading speed.
  • Tools for measuring and optimizing speed (Google PageSpeed Insights, GTmetrix).
  • The significance of mobile-friendliness.
  • Methods for ensuring mobile optimization.
  • Creating and submitting an XML sitemap.
  • Proper configuration of the robots.txt file.
Topic 16
Off-Page SEO
  • The importance of backlinks.
  • Link building strategies (guest posts, partnerships, etc.).
  • The impact of social media on SEO.
  • Strategies for using social media to enhance visibility.
Topic 17
Local SEO
  • Definition and importance of local SEO.
  • Creating and optimizing a Google My Business profile.
  • Overview of other local directories.
  • The importance of reviews for local SEO.
  • Strategies for acquiring and managing reviews.
Topic 18
Analytics and Reporting
  • Overview of SEO analytics tools (Google Analytics, Google Search Console, Ahrefs, SEMrush).
  • Key metrics to track (traffic, conversions, SERP rankings).
  • Creating reports and interpreting data.
Topic 19
Website Audit and Strategy Adjustment
  • What is an SEO audit and why is it important?
  • Stages of conducting an audit.
  • Analysis of audit results.
  • Implementing changes and optimization based on the audit.
Topic 20
Google Ads: Strategic Overview
  • How Google Ads fits into the company’s overall digital strategy.
  • Benefits of using Google Ads to achieve business goals.
  • Selecting the right types of campaigns.
  • The importance of targeting and audience segmentation.
Topic 21
Account Setup and Optimization
  • Setting up structured campaigns.
  • Utilizing advanced features and tools.
  • Metrics and KPIs for measuring performance.
  • Regular account auditing and optimization.
Topic 22
Keyword and Competitor Research. Advanced Bidding and Budgeting Strategies
  • Using Google Keyword Planner and other tools (Ahrefs, SEMrush).
  • Analyzing competitors' keywords.
  • Strategies for keyword selection.
  • Leveraging Google algorithms for automated bidding.
  • Manual bid adjustments to maximize ROI.
  • Managing the budget and optimizing allocation across campaigns.
  • Using forecasting and budgeting tools.
Topic 23
Creating and Optimizing Adsта оптимізація оголошень
  • Crafting compelling headlines and descriptions.
  • Using dynamic ads.
  • Methods for testing different ad versions (A/B testing).
  • Analyzing results and optimizing based on data.
Topic 24
Remarketing and Audiences
  • Utilizing remarketing to increase conversions.
  • Creating and managing audiences.
  • Integrating Google Ads with other marketing channels (social media, email marketing).
Topic 25
Analytics and Reporting
  • Using Google Analytics to track and analyze data.
  • Reports and dashboards for monitoring performance.
  • Data interpretation and optimization: analyzing key performance indicators, making changes based on analytics.
  • The future of Google Ads and emerging trends.
Topic 26
SMM for Business. SMM Basics
  • Definition and importance of SMM for business.
  • Differences between SMM and other types of digital marketing.
  • Key social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest.
  • Characteristics and audience of each platform.
Topic 27
SMM Strategy
  • Defining goals and KPIs.
  • Choosing the right platforms for your business.
  • Methods for researching competitors on social media.
  • Using gathered information to enhance your own strategy.
Topic 28
Content Creation for SMM
  • Types of content.
  • Creating engaging content: visual aesthetics and branding.
  • Writing effective texts and headlines.
  • Developing a content plan.
  • Utilizing tools for planning and automating posts (Hootsuite, Buffer).
Topic 29
Audience Engagement
  • Organic and paid methods of audience acquisition (advertising).
  • Using hashtags and tags to increase reach.
  • The importance of quick responses to comments and messages.
  • Building communities and engaging with followers.
Topic 30
Analytics and Performance Evaluation
  • Key Metrics for SMM: Reach, Engagement, CTR, Conversion Rate.
  • Analytics Tools:
    • Using built-in analytics tools (Facebook Insights, Instagram Insights).
    • Leveraging external tools (Google Analytics, Sprout Social).
  • Data Analysis for Strategy Improvement.
  • Creating reports and dashboards.
Topic 31
Innovations and Trends in SMM
  • Utilizing video content, Stories, and Live broadcasts.
  • The growing importance of influencer marketing.
  • Applying AI and ML in SMM.
  • Automation and chatbots.
Topic 32
Targeted Advertising on Social Media. Part 1
  • Fundamentals of targeted advertising.
  • Creating an advertising account.
  • Planning an ad campaign: from goals to outcomes.
  • Selecting creatives and preparing ad content.
  • Audience selection.
  • Budgeting for ad campaigns.
Topic 33
Targeted Advertising on Social Media. Part 2
  • Specifics of targeted advertising for B2B and B2C segments.
  • Setting up Facebook events.
  • Developing a targeted advertising strategy.
  • Analyzing the effectiveness of ad campaigns.
  • Optimizing ad campaigns.
  • In-house or outsourced ad specialist: whom to choose and how.
Topic 34
Email Marketing as a Sales Tool
  • Types and formats of email marketing. Mailing lists.
  • Building and segmenting a subscriber base.
  • Ensuring the effectiveness of email marketing.
  • Integrating email marketing into the sales strategy.
  • Planning and managing email campaigns.
Topic 35
Content Strategy and Copywriting
  • Types and formats of content in digital marketing.
  • Specifics of using content across different digital channels.
  • Key requirements for visual content in digital tools.
  • Content planning.
  • Tools for creating and evaluating content effectiveness.
Topic 36
Digital Marketing Analytics: Introduction
  • The role of analytics in digital marketing.
  • The importance of data for business decision-making.
  • The impact of analytics on the effectiveness of marketing campaigns.
  • Main types of analytics: Descriptive, Diagnostic, Predictive, Prescriptive.
Topic 37
Selecting and Setting Up Analytics Tools. Key Performance Indicators (KPI)
  • Overview of key tools: Google Analytics, Google Tag Manager, Adobe Analytics, Mixpanel, Hotjar.
  • Basic setup of Google Analytics.
  • Using Google Tag Manager for tag management.
  • Defining KPIs for digital marketing.
  • Metrics for different channels: SEO, PPC, SMM, email marketing.
Topic 38
Data Collection and Analysis
  • Methods for collecting data from various sources (website, social media, advertising).
  • Using Google Data Studio to create reports.
  • Interpreting data for decision-making.
Topic 39
User Behavior Analytics
  • User Behavior Analysis: Tracking user behavior on the website (Heatmaps, Session Recordings).
  • Customer Journey Mapping: Building a customer journey map and identifying touchpoints.
  • End-to-End Analytics: Definition, tools, and its impact on business decisions.
Topic 40
Web Analytics and A/B Testing
  • What is A/B Testing and Why It Matters.
  • A/B Testing Process: Preparation, execution, and result analysis.
  • Tools for A/B Testing: Google Optimize, Optimizely, VWO.
Topic 41
Social Media Analytics
  • Measuring Social Media Effectiveness: Key metrics (Engagement Rate, Reach, Impressions).
  • Tools for Social Media Analytics: Youscan, Hootsuite, Sprout Social, Buffer.
Topic 42
Integration and Automation of Analytics
  • Using CRM Systems: Storing and analyzing customer data.
  • Automation of Reporting and Analysis: Utilizing Zapier and Integromat to automate processes.
Topic 43
Alternative Digital Advertising Options: Programmatic Advertising
  • Fundamentals of Programmatic Advertising.
  • Components of the Programmatic Ecosystem.
  • Types of Programmatic Advertising.
  • Creating and Optimizing Programmatic Campaigns.
  • Analytics and Reporting in Programmatic Advertising.
  • Challenges and Issues in Programmatic Advertising.
Topic 44
CPA Marketing and Affiliate Networks
  • Fundamentals of CPA Marketing.
  • Key Participants in the CPA Marketing Ecosystem.
  • Working with Affiliate Networks.
  • Strategies for Successful CPA Marketing.
  • Tools and Technologies for CPA Marketing.
  • Managing and Scaling CPA Campaigns.
  • Legal Aspects and Ethics of CPA Marketing.
Topic 45
Influencer Marketing
  • How to Find an Influencer in Your Niche.
  • Why Work with Influencers?
  • How to Start Collaborating with Influencers.
  • What You Can Offer and What You Can Gain.
  • Monitoring Brand Mentions and Responding.
  • Measuring and Evaluating Results.
Topic 46
Chatbots and Messengers
  • What Are Chatbots? The role of messengers in communication.
  • Using Chatbots in Business.
  • Development and Integration of Chatbots.
  • Strategies for Using Chatbots.
  • Analytics and Performance Evaluation.
Topic 47
Marketing Reporting
  • The Role of Marketing Reporting in Business Decision-Making.
  • Types of Marketing Reports.
  • Key Performance Indicators (KPIs) in Marketing Reports.
  • Tools for Creating Marketing Reports.
  • Structure of a Marketing Report.
  • Data Analysis and Interpretation.
  • Challenges and Strategies for Solutions.
Topic 48
Marketing Reporting
  • The Role of Marketing Reporting in Business Decision-Making.
  • Types of Marketing Reports.
  • Key Performance Indicators (KPIs) in Marketing Reports.
  • Tools for Creating Marketing Reports.
  • Structure of a Marketing Report.
  • Data Analysis and Interpretation.
  • Challenges and Strategies for Solutions.
Topic 49
Multichannel and Omnichannel Marketing
  • Differences Between Multichannel and Omnichannel Approaches.
  • Web-Push Notifications.
  • SMS Marketing.
  • Messengers.
  • Integrating Channels into a Multichannel Strategy.
Topic 50
Selecting and Working with Contractors
  • Definition and Types of Contractors (agencies, freelancers, consulting firms).
  • The Process of Selecting a Contractor.
  • Contract Negotiation and Terms of Collaboration.
  • Managing Relationships with Contractors.
  • Evaluating Contractor Performance.
  • Terminating Cooperation and Replacing Contractors.