General information

Course type AMUPIE
Module title Internet Marketing - Social Media Vs Ppc Marketing
Language English
Module lecturer dr Wojciech Czart
Lecturer's email
Lecturer position senior lecturer
Faculty Faculty of Physics
Semester 2021/2022 (summer)
Duration 30
USOS code 04-W-IMSM-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
Acquiring skills of applying advanced techniques of online PPC marketing and building strategies.
Students will be able to research and plan for Online Advertising
Running on Social Media advertising campaigns
Planning, tracking, analysis, decision making for Social Media activities
Understanding the difference between Google Ads vs Facebook vs LinkedIn
Online video presence
Students will be introduced to VR technologies usage in social media with basic content building for VR platforms
During the course as a class work base students will be introduced to
advanced information search techniques and
online tools for business, education (learning/teaching), individual- and team- work and collaboration

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

In the previous years Dr. Czart’s 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 13 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: Overview of online Social and Non-Social advertising platforms
Week 3: On-site content optimization for online advertising vs Keyword targeting
Week 4: Audience analysis vs Audience Targeting and remarketing
Week 5: Research your Competitors in Social and Non-Social Media
Week 6: Google Ads vs Facebook vs LinkedIn
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: VR technologies for social media - overview
Week 14: VR social media platforms
Week 15: VR social media platforms content building

Reading list

Scripts, presentations and webinars delivered by the lecturer and loads of online resources