General information

Course type AMUPIE
Module title Internet Marketing - Pay Per Click Advertising
Language English
Module lecturer dr Wojciech Czart
Lecturer's email
Lecturer position starszy wykładowca
Faculty Faculty of Physics
Semester 2021/2022 (summer)
Duration 60
USOS code 04-W-IMPPCA-45


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


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