General information
Course type | AMUPIE |
Module title | Internet Marketing - Pay Per Click Advertising |
Language | English |
Module lecturer | dr Wojciech Czart |
Lecturer's email | czart@amu.edu.pl |
Lecturer position | starszy wykładowca |
Faculty | Faculty of Physics and Astronomy |
Semester | 2021/2022 (summer) |
Duration | 60 |
ECTS | 6 |
USOS code | 04-W-IMPPCA-45 |
Timetable
Module aim (aims)
The aim of this Module is to provide students of any course of study with a solid knowledge and skills related to Internet marketing tools and strategies. Students of any course of study can learn basic and/or advanced techniques of online PPC marketing tools and strategies. The course, among other, prepares students for Google’s marketing certification exams. After competition of this course students will be able to add to their CVs several of Google’s Online Marketing certificates. The program is tailored to the individual student's background. During the course as a class work base students will be introduced to: (i) advanced information search techniques and (ii) online tools for business, education (learning/teaching), individual- and team- work and collaboration
Students participating in the course have an optional opportunity to take part in the Google Ad Grants Online Marketing Challenge or Global Online Marketing Academic Challenge (GOMAC). Please notify dr. Czart at the classes if you would like to take part in the challenges. In the previous years his students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.
Besides in-class teaching methods, dr. Czart has over 10 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).
[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.
Pre-requisites in terms of knowledge, skills and social competences (where relevant)
good base of skills related to general computer and Internet use
Syllabus
Week 1: Research and planning Business Intelligence - Information discovery and Data Mining for Online Advertising
Week 2: Search Network Advertising
Week 3: On-site content optimization for online advertising vs Keyword targeting
Week 4: Audience analysis vs Audience Targeting and remarketing
Week 5: Dynamic Search Network Advertising
Week 6: Google Ads Editor
Week 7: Display/Content Network Advertising
Week 8: Tracking, Measurement and Analysis for Online Advertising
Week 9: Video Advertising
Week 10: Shopping campaigns
Week 11: Mobile vs Local Advertising
Week 12: Apps Advertising
Week 13: Artificial Intelligence tools for online marketing
Week 14: Automation, scripting and programming for online advertising with Google tools
Week 15: International Marketing and supporting tools
Reading list
Scripts, presentations and webinars delivered by the lecturer and loads of online resources