The Internet and digital technologies have considerably changed the business landscape, from the way consumers search information, make transactions, and share experiences, as well as the way firms market towards and engage with consumers. At the forefront of this dynamic evolution is digital advertising – a pivotal force in propelling businesses forward in the online realm. Thus, mastering the art of online advertising has become an essential skill.

This course is designed to equip students with the knowledge and strategies needed to harness the potential of digital advertising. Understanding the nuances of various advertising approaches is paramount. Tailoring campaigns to different business models, target audiences, and the diverse stages of the consumer decision-making journey is key to maximizing marketing return on investment. This course presents a structured framework, offering an in-depth exploration of digital advertising fundamentals, practical applications, and emerging trends. Beyond that, this course also helps students understand how to leverage various types of paid advertising in different business scenarios.