Digital Marketing

The Digital Marketing educational program is designed to train highly qualified specialists capable of developing and implementing effective digital marketing strategies in a global and intercultural context. With the rapid growth of online businesses, e-commerce, and digital platforms, the program equips students with the theoretical knowledge, practical skills, and technological expertise required to thrive in the dynamic digital economy.

The program emphasizes the integration of modern digital tools, analytical platforms, and innovative technologies to optimize marketing campaigns, enhance brand visibility, and manage communications across international online environments. Students are prepared to navigate the complexities of digital marketing, from strategic planning to operational execution, ensuring measurable outcomes for businesses and organizations.

Distinctive Features:

• Double Diploma Option in partnership with the Swiss Institute of Technology and Entrepreneurship

• Multilingual instruction: Russian, Kazakh, and English

• Professional orientation aligned with the Social Media Management (SMM) professional standard

• Fully online learning format with emphasis on applied digital skills

Program Objectives:
The program aims to develop professionals who can:

1. Analyze economic processes and market mechanisms at both micro and macro levels to evaluate the influence of external factors on digital business strategies.

2. Plan and manage financial resources for digital projects, develop budgets, and make decisions aligned with principles of sustainable development.

3. Apply accounting principles for recording business transactions and analyzing financial statements to support managerial decision-making.

4. Manage digital marketing projects and business processes using modern management models, KPIs, and project-based methodologies.

5. Ensure compliance with legal requirements in digital marketing, including tax regulations, personal data protection, and corporate governance.

6. Build socially responsible marketing communications, applying CSR, ethical, and sustainability principles.

7. Conduct statistical and economic analyses to interpret data, identify deviations, and support informed managerial decisions.

8. Utilize Business Intelligence (BI) tools and web analytics for campaign evaluation and optimization.

9. Implement e-commerce and web technologies to develop digital products, increase conversions, and manage online sales.

10. Design engaging visual content and UX/UI experiences to enhance user engagement and brand presence.

11. Develop and execute SMM strategies, manage media plans, and communicate effectively on social platforms.

12. Apply artificial intelligence tools and digital technologies to automate marketing processes and improve decision-making efficiency.

13. Conduct applied research in digital marketing, maintaining academic integrity and data processing standards.

14. Plan professional development and career trajectories considering digital trends, labor market demands, and soft skills enhancement.

Curriculum Overview:
The program consists of 240 ECTS credits over a study period of 2.3 years, structured into three cycles:

• General Education (GED, 20 ECTS): Courses such as Ecology and Life Safety, Financial Literacy and Sustainable Development, Fundamentals of Law and Anti-Corruption Culture, and Methods of Scientific Research provide foundational knowledge in sustainability, legal frameworks, and research methodology.

• Basic Disciplines (BD, 88 ECTS): Core business, management, and marketing courses develop practical competencies in accounting, finance, economics, project management, marketing, and artificial intelligence. Courses such as Digital Marketing Strategies, Fundamentals of Web Technologies for Marketing, UX/UI Design, and BIA Systems and Business Analytics bridge theory and practice.

• Professional Disciplines (PD, 132 ECTS): Advanced courses focus on specialized digital marketing skills, including Big Data in E-Business, Content Marketing and Storytelling, Control and Optimization of Digital Campaigns, Cross-Cultural Marketing, Social Media Marketing, Media Planning, Brand Management, and Corporate Social Responsibility. Students gain hands-on experience in evaluating campaign effectiveness, lead generation, online sales, e-commerce, and strategic marketing planning.

Throughout the program, students work with industry-standard tools such as Power BI, Tableau, Qlik Sense, Google Data Studio, Photoshop, Canva, Figma, and web analytics platforms to develop applied skills that meet the demands of modern digital enterprises.

Learning Outcomes:
Graduates of the program will be able to:

• Develop and implement data-driven digital marketing strategies tailored to diverse industries and international markets.

• Analyze financial and operational performance to optimize business and marketing decisions.

• Apply legal, ethical, and sustainable practices in digital marketing and business operations.

• Create engaging digital content and design user-centered online experiences.

• Conduct research, interpret analytics, and apply BI tools to improve marketing outcomes.

• Plan personal career development while responding to evolving digital trends and labor market needs.

Career Prospects:
Graduates are prepared for roles such as Digital Marketing Manager, Social Media Specialist, Brand Manager, Content Strategist, E-commerce Analyst, BI Analyst, Marketing Research Analyst, and R&D Manager in multinational corporations, startups, and public or private organizations. The double diploma option enhances international mobility and competitiveness in the global labor market.

The program is fully aligned with contemporary digital marketing trends, integrating theoretical knowledge with practical skills to produce professionals capable of driving innovation, optimizing business performance, and creating sustainable value in the digital economy.