Digitalisation of Marketing

Structure of the digital advertising industry. Privacy policies and GDPR-compliant data asset creation. Platforms for creating advertising inventory (including banners, video, social media, connected TV, digital audio). Advertising inventory consumption and measurement platforms. Data management for digital campaigns, platforms and a cookie-free future. Dynamic search and synthetic content creation. E-commerce and digital retail media. Digital communication planning. Auditing an organisation's digital maturity.

NB! This course will take place in autumn semester 2025/2026 which starts on 1st of September and ends on 25th of January (you can find that information under Start date section). TalTech's timetables for Autumn semester 2025 will be published at the end of June via tunniplaan.taltech.ee. Switch the page to English and use "Search" and "Open detailed search" to find your course. NB! Some courses are taught by several lecturers during the same semester. Make sure that the course name and lecturer/teacher infromation of your course match with the information given in the Course Catalogue.

Student who has passed the subject:

• is familiar with the digital advertising ecosystem and its terminology;
• assesses the value of the advertising technology offered to an organisation;
• evaluates the digital media know-how offered to an organisation;
• is familiar with digital marketing tools and their evolving technological capabilities in order to apply them to marketing and sales;
• explains the role and opportunities of big data in modern marketing;
• evaluates the effectiveness of the application of marketing technology in an organisation and its suitability for business plans.

Final assessment can consist of one test/assignment or several smaller assignments completed during the whole course. After declaring a course the student can re-sit the exam/assessment once. Assessment can be graded or non-graded. For specific information about the assessment process please get in touch with the contact person of this course. For specific information about grade transfer please contact your home university

English at least level B2

• Moodle’isse laetavad Internet Advertising Bureau (IAB) relevantsed juhendmaterjalid ning teadusartiklid.

lectures, exercises