COURSES

Content

By the end of the course, students will understand the key practical methods used in Internet marketing. The course will cover topics such as search engine marketing (SEO and SEA), website design and usability, social media marketing, competitor analysis, Facebook campaigns, and AI in internet marketing. Special emphasis will be placed on social media marketing and search engine marketing, as these are some of the most important parts of many companies' marketing strategies today. 

Learning outcomes

Upon successful completion of the course, students will: 

• be able to identify the most important components of internet marketing strategy, 
• know how to create high-quality websites and how to assess other websites, 
• know how to apply funnel theory in context of internet marketing, 
• be skilled in search engine marketing, 
• have an understanding how to utilize the social media ecosystem, 
• be able to create and execute social media campaigns. 

Programme

Topics covered in the course include: 

1. Internet marketing basic concepts  

2. Funnel Theory  

3. Search Engine Marketing (SEO &SEA) 

4. Social media marketing  

5. Facebook marketing campaigns  

6. Competitor analysis  

7. Usability (neuromarketing approach)  

8. Use of AI in internet marketing  

9. Event marketing

Teaching format

The course is 100% web-based and can be completed asynchronously.   

The course will start on the 1st of March and run until the end of April. A new video lecture is uploaded to Moodle at the beginning of each week. Students can view the lectures at any time during the week, without being tied to a specific day or hour. Each topic includes a corresponding Moodle test, which must be completed during the same week that the lecture is released. Although there are no fixed class meetings, students are expected to follow the weekly schedule and complete the tests on time. 

Learning takes place in an online Moodle environment.  Students can access video lectures, learning materials and tests at any time, allowing for flexibility and self-paced study. 

Assessment method(s)

Non-differentiated (pass, fail, not present).   

Participation of viewing of all the video lectures is obligatory. 

Moodle tests - for each week’s topic the test must be passed (at least 75% to pass)  

Lecturers

Kerli Ploom, Kristian Pentus, Tanel Mehine and Andres Kuusik 

Course dates

This course starts at the beginning of March and continues through the end of April. See further info here; check the section titled “Schedule”.

Entry requirements: No specific entry requirements. Students from all ENLIGHT partner universities and from all disciplines are eligible to participate.

For application, please fill in this form (link available from November 2). Apply by January 15, 2027. The University of Tartu will select the permitted number of students and inform the admitted students as soon as possible. 

Before applying, please check with your home faculty or programme whether the course can be integrated into your curriculum to ensure recognition of the credits obtained.

You can find the course description here.

Contact your ENLIGHT coordinator for further information on the application process or consult the linked information:

• University of the Basque Country: This email address is being protected from spambots. You need JavaScript enabled to view it.
• University of Bern: This email address is being protected from spambots. You need JavaScript enabled to view it., see application instructions for students at the University of Bern
• University of Bordeaux: This email address is being protected from spambots. You need JavaScript enabled to view it.  
• Comenius University Bratislava: This email address is being protected from spambots. You need JavaScript enabled to view it. , see application instructions for students at the Comenius University Bratislava
• University of Galway: This email address is being protected from spambots. You need JavaScript enabled to view it.
• Ghent University: This email address is being protected from spambots. You need JavaScript enabled to view it., see information about BIP's and virtual courses
• University of Groningen: This email address is being protected from spambots. You need JavaScript enabled to view it.
• University of Göttingen: This email address is being protected from spambots. You need JavaScript enabled to view it. (for BIP’s) or This email address is being protected from spambots. You need JavaScript enabled to view it. (other courses)
• Uppsala University: This email address is being protected from spambots. You need JavaScript enabled to view it., see application instructions for students at Uppsala University

Kerli Ploom: This email address is being protected from spambots. You need JavaScript enabled to view it.