UEH Talent Programs

The Digital Marketing course equips students with foundational knowledge and practical skills to design, analyze, and evaluate marketing strategies in the digital environment. The course aims to help students understand the role and application of digital marketing in modern business operations, ranging from core theoretical foundations to widely adopted current practices.
Specifically, students will develop the ability to analyze and apply digital marketing models and frameworks, thereby gaining strategic thinking capabilities in implementing marketing activities within a technological context. They will also learn how to collect and evaluate market information and consumer behavior in the digital space to support data-driven decision-making.
Moreover, the course enables students to grasp current trends and practices in digital marketing such as digital advertising, SEO, social media, branded content, and data analytics. Building on this foundation, students will practice designing digital marketing strategies and campaigns tailored to specific business situations and develop the ability to monitor, measure, and evaluate campaign effectiveness using digital analytical tools.
This course plays a core role in the marketing and business administration curriculum. It integrates foundational subjects such as Principles of Marketing and Consumer Behavior while supporting more advanced courses such as Integrated Marketing Communications, Marketing Analytics, and Brand Management.
Upon completion, students will be fully equipped to ideate, execute, and manage effective digital marketing activities aligned with contemporary business contexts.