Digital Marketing

The program is intended for the formation of a modern knowledge system and the acquisition of practical skills by applicants with application in professional, pedagogical and research activities to effectively solve managerial tasks in the field of professional digital marketing. A marketer in the field of digital marketing masters operational economic, organizational, creative, commercial, and information technology processes that are related to the main directions of the enterprise's marketing activities and develops or adjusts strategic guidelines for its development using digital technologies, channels, methods, and tools.

The object of study in the program is marketing activity as a form of interaction between subjects of market relations to satisfy their economic and social interests.

The entire training program includes: training of specialists who possess modern economic thinking and relevant competencies necessary for solving problems and solving complex tasks of marketing activities, which involve conducting research and/or implementing innovations and are characterized by uncertainty of conditions and requirements.

Theoretical content of the subject area: the essence of marketing as a modern concept of business management; conceptual and categorical apparatus, principles, functions, concepts of marketing and their historical prerequisites; the specifics of the activities of market entities in different areas and on different types of markets; content of marketing activity, development of marketing strategies and formation of managerial decisions in the field of marketing.

The methods, techniques and technologies used in the program include: general scientific and special methods, professional methods and technologies necessary to ensure effective marketing activities.

To realize the purpose of the program, tools and equipment are used: universal and specialized information systems and software products necessary for making and implementing marketing management decisions.

The main focus of the program is aimed at: obtaining a special education in the field of digital marketing; formation of professional competences regarding the change in the management of marketing activities of the enterprise with the use of digital technologies, channels, methods, tools.

A feature of the program is: the presence of a variable component of professionally oriented disciplines for work in the field of digital marketing; practical training at enterprises studying marketing activities using digital technologies, channels, methods, tools.

Keywords: marketing, digital technologies, omnichannel, digital marketing, digital marketing strategy, digital marketing tools.