DIGITAL MARKETING - STRATEGY AND PRACTICE
From visibility to impact: online skills for higher education professionals.
Short introduction
This course provides university employees with a structured and practical introduction to digital marketing strategy and execution.
The program focuses on understanding how digital platforms, data, and content work together to create visibility, credibility, and engagement. Participants will explore how strategic thinking guides the selection of digital channels, how audiences behave online, and how messages can be designed to serve institutional goals such as student recruitment, community outreach, research impact, and service efficiency. Rather than focusing on tools alone, the course emphasizes strategic decision-making, ethical considerations, and evidence-based practices. Participants will learn how to translate institutional objectives into digital marketing actions, evaluate performance, and collaborate effectively with communication teams or external partners.
In this program you will:
• Learn core concepts of digital marketing strategy and planning
• Explore how websites, search engines, social media, and email work together
• Learn the basics of content planning and storytelling for academic contexts
• Understand how data and analytics support decision-making
• Develop a simple digital marketing plan for your own context
Preliminary program of week
Monday - Introduction to digital marketing concepts and terminology. The role of digital marketing in universities and public services. Overview of channels and ecosystems. Case examples from higher education institutions.
Tuesday - Defining goals aligned with institutional strategy. Audience segmentation and user needs. Developing value propositions. Mapping the digital user journey in academic and service contexts.
Wednesday - Content types and formats. Basics of storytelling and messaging. Introduction to websites, social media, email, and search visibility. Content planning and editorial calendars.
Thursday - Introduction to key metrics and analytics tools. Measuring visibility, engagement, and conversion in non-commercial settings. Using data to improve communication and services.
Friday - Integrating digital marketing into daily work and teaching. Collaboration with communication teams. Ethical, legal, and accessibility considerations. Group exercise: designing a mini digital marketing plan and peer feedback.
For more information, contact us at info@pulseofmind.eu
Digital Marketing – Strategy and Practice training program dates
January 25th - 29th, 2027. Location - Budapest, Hungary. Registration fee - 300 EUR + VAT (21%)
May 24th - 28th. Location - Malaga, Spain. Registration fee - 300 EUR + VAT (21%)
June 21st - 25th. Location - Budapest, Hungary. Registration fee - 300 EUR + VAT (21%)