Digital Marketing

Welcome to our digital marketing course! This course is designed to teach you everything you need to start and grow a successful startup or business from scratch. We will cover essential topics like product roadmapping, technical requirements, business monetization models, and more. You'll gain both theoretical knowledge and practical skills to apply these concepts in real-world scenarios, ensuring you're well-equipped to create and implement effective business strategies. Get ready to learn, create, and innovate!

The tuition fee for the specialty Digital Marketing is 2450 AZN.

Start date

August 2024


4 months

Group size

20-25 students


II, İV 19:00-22:00, VI 18:30- 21:00

Admission requirements

Readiness for intensive training

Language skills

Knowledge of English at least Intermediate level


Availability of a personal laptop or computer


18 years and older

Upon the course completion you will::

Value Stream Mappning

Lean Manufacturing Applications

Process Efficiency Improvement

Product Roadmapping

Techncal Requirements Analysis

Business Monetizaton Models

Technical spesification writing (Backend, Front end and UX/UI)

Marketing Research

Competitive Analysis

Customer Segmentation

Product Positioning

Brand Strategy Development

Digital Marketing Strategies

Content Marketing

Social Media Marketing

SEO Optimization

PPC Campaign Management

Email Marketing

Analytics and Data Interpretation

Performance Measurement and Adjustment


Digital Marketing

Number of modules

The Business Model Stage focuses on Value Stream Mapping (VSM), where students learn to identify and eliminate waste in processes to improve efficiency through hands-on mapping workshops, and on Business Monetization Models, covering various revenue generation methods and key concepts such as revenue streams and customer acquisition costs, with practical exercises in developing monetization models and conducting market research.

Value Stream Mapping (VSM)

Theoretical Steps for Teaching Value Stream Mapping

  1. Introduction to Value Stream Mapping
  2. Current State Map
  3. Future State Map

Practical Steps for Teaching Value Stream Mapping

  • Value Stream Mapping Workshop
  1. Introduction to Business Monetization Models
  2. Key Concepts and Terminology
  3. Components of a Monetization Model

Practical Steps for Teaching Business Monetization Models

  1. Monetization Model Workshop
  2. Market Analysis Exercise

The Research Stage introduces the SOSTAC Marketing Framework, focusing on Situation Analysis through theoretical lessons on SWOT, PESTLE, and competitor analysis, practical workshops using tools like Google Analytics and SEMrush, and hands-on projects involving SWOT, PESTLE, competitor analysis, and market research. Students learn to gather and interpret data, apply analytical tools, and present their findings through group activities and individual projects. This stage emphasizes understanding the current market environment to inform strategic digital marketing planning.

Introduction About SOSTAC Marketing FrameWork

Module 1. Situation Analysis

Teoretical Steps

  1. Introduction to SOSTAC Framework
  2. Deep Dive into Situation Analysis
  3. Tools and Techniques
  4. Case Studies

Practical Steps

  1. SWOT Analysis Workshop
  2. PESTLE Analysis Exercise
  3. Competitor Analysis
  4. Market Research Projects

The Technical Stage encompasses understanding website and mobile application structure maps, BPMN (Business Process Model and Notation), requirements specifications for technical teams, and product roadmaps. Students learn the importance and components of website structure maps, BPMN elements, and practical diagram creation. They also cover UI/UX design needs, front-end and back-end development requirements, and database schema design. Additionally, students are taught the significance of product roadmaps, types of roadmaps, and hands-on creation workshops, emphasizing alignment, priorities, and communication in product development.

Module 2: Theoretical Stage: Understanding Website or Mobile Application Structure Maps

Topics to Teach:

  1. Definition and Purpose of a Website Structure Map
  2. Importance of a Website Structure Map
  3. Components of a Website Structure Map

Module 3: Understanding BPMN (Business Process Model and Notation)

Theoretical Stage

Topics to Teach:

  1. Introduction to BPMN
  2. Basic BPMN Elements

Practical Stage: Creating Business Process Model and Notation Diagrams

Topics to Teach:

  1. Tools for BPMN Diagram Creation
  2. Exercise 1: Simple Process Diagram
  3. Exercise 2: Collaboration Diagram

Module 4. Requirements Specifications for Technical Team (Developers and Designers)

Website Design Brief (UI/UX Design Requirements)

Theoretical Stage

  1. Specific Needs for UI/UX Design
  2. Creating Design Specifications

Practical Stage

  1. Creating a Style Guide

System Design (Front-End Development Requirements)

Theoretical Stage

  1. Front-End Requirements
  2. Specifying Functional Requirements

Practical Stage

  1. Drafting UI Specifications

System Design (Back-End Development Requirements)

Theoretical Stage

  1. Back-End Requirements
  2. Database and Server Requirements

Practical Stage

  1. Database Schema Design
  2. API Specification

Theoretical Steps for Teaching Product Roadmaps

  1. Introduction to Product Roadmaps

Practical Steps for Teaching Product Roadmaps

  1. Roadmap Creation Workshop
  2. Vision and Strategy Exercise

The Technical Tools Stage covers essential marketing tools and approaches, including Meta Ads, SEO, Google Analytics, Yandex Metrica, and Google Ads. Students learn to set up and manage ad accounts, craft compelling ads, and use advanced targeting and optimization techniques on Meta Ads. They explore SEO strategies, including topical authority, semantic and contextual SEO, and technical and off-page SEO. Google Analytics modules teach setup, data analysis, advanced features, and integration with Google Tag Manager. Yandex Metrica focuses on user tracking, behavioral analytics, reporting, and optimization strategies. Finally, Google Ads training includes account setup, ad creation, advanced targeting, performance optimization, and comprehensive analytics and reporting.

Technical Tools Stages (Marketing Tools and Approaches) Module 1: Meta Ads

  1. Introduction to Meta Ads
  2. Ad Creation and Optimization
  3. Advanced Targeting Techniques
  4. Campaign Management
  5. Analytics and Reporting

Module 2: SEO

  1. Topical Map
  2. Semantic SEO
  3. Contextual SEO
  4. Technical SEO
  5. Off-Page SEO

Module 3: Google Analytics

  1. Setup and Configuration
  2. Data Analysis
  3. Advanced Features
  4. Tag Manager Integration
  5. Optimizing with Analytics

Module 4: Yandex Metrica

  1. Introduction to Yandex Metrica
  2. Advanced User Tracking
  3. Behavioral Analytics
  4. Reporting and Insights
  5. Optimization Strategies

Module 5: Google Ads

  1. Account and Campaign Setup
  2. Ad Creation and Extensions
  3. Advanced Targeting
  4. Performance Optimization
  5. Analytics and Reporting

The Objectives Stage focuses on teaching students how to set clear, measurable, and achievable objectives using the SMART criteria, identifying key performance indicators (KPIs), and aligning objectives with overall business goals. Through workshops, students practice setting objectives, identifying relevant KPIs using tools like Google Analytics, and creating a hierarchy of objectives, culminating in peer reviews and feedback sessions.

Theoretical Steps for Setting Objectives

  1. Introduction to Objectives
  2. SMART Criteria
  3. Types of Objectives
  4. Key Performance Indicators (KPIs)
  5. Hierarchy of Objectives
  6. Case Studies

Practical Steps for Setting Objectives

  1. Objective Setting Workshop
  2. KPIs Identification Exercise
  3. Objective Alignment Activity
  4. Peer Review and Feedback

The Strategy Stage emphasizes the importance of strategic planning in digital marketing by defining long-term goals and guiding all marketing efforts. Students learn to create digital marketing strategies, identify target audiences and buyer personas, develop value propositions, and analyze competitive positioning. Practical exercises include market segmentation, buyer persona creation, value proposition development, competitive analysis, customer journey mapping, and adapting the marketing mix for digital contexts, with presentations and feedback to refine their strategies.

Theoretical Steps for Marketing Strategy

  1. Introduction to Strategy
  2. Role of Strategy in SOSTAC
  3. Elements of a Digital Marketing Strategy
  4. Segmentation, Targeting, and Positioning (STP)
  5. Marketing Mix (4Ps/7Ps)
  6. Customer Journey Mapping
  7. Case Studies

Practical Steps for Strategy

  1. Strategy Development Workshop
  2. Segmentation and Targeting Exercise
  3. Buyer Persona Creation
  4. Value Proposition Creation
  5. Competitive Positioning Analysis
  6. Customer Journey Mapping Activity
  7. Marketing Mix Adaptation
  8. Strategy Presentation and Feedback

In the Tactics Stage, students will delve into the specific actions required to execute digital marketing strategies effectively. This stage covers a variety of digital marketing tactics, including content marketing, social media campaigns, SEO, email marketing, paid advertising, influencer marketing, and affiliate marketing. Through hands-on workshops, students will develop tactical plans, create engaging content, design and run social media campaigns, optimize websites for search engines, craft email marketing campaigns, and simulate paid advertising efforts. Practical exercises will involve using tools like Google Analytics, Hootsuite, Mailchimp, and SEMrush to implement and track these tactics, ensuring students gain real-world experience in executing detailed and effective digital marketing actions.

Theoretical Steps for Tactics

  1. Introduction to Tactics
  2. Role of Tactics in SOSTAC
  3. Types of Digital Marketing Tactics
  4. Tools and Platforms
  5. Case Studies

Practical Steps for Tactics

  1. Tactics Planning Workshop
  2. Content Creation Exercise
  3. Social Media Campaign
  4. SEO Optimization Activity
  5. Email Marketing Campaign
  6. Paid Advertising Simulation
  7. Influencer Outreach Activity
  8. Affiliate Marketing Plan
  9. Tactics Presentation and Feedback
  10. Real-world Projects

The Action Stage focuses on the practical execution of the tactics developed in the previous stage. Students will learn how to efficiently manage tasks, allocate resources, and schedule timelines to ensure the successful implementation of their digital marketing plans. This includes creating comprehensive action plans, breaking down tactics into specific, actionable tasks, allocating necessary resources, and developing communication strategies to maintain coordination among team members. Students will use project management tools like Trello, Asana, and, and engage in risk management exercises to identify and mitigate potential issues. Practical workshops will guide students through setting up and managing projects, ensuring they are well-equipped to execute their digital marketing strategies effectively and adapt to any challenges that arise.

Theoretical Steps for Action

  1. Introduction to Action
  2. Role of Action in SOSTAC
  3. Components of the Action Plan
  4. Project Management Tools
  5. Risk Management
  6. Case Studies

Practical Steps for Action

  1. Action Plan Workshop
  2. Task Management Exercise
  3. Resource Allocation Activity
  4. Timeline Creation
  5. Coordination and Communication Planning
  6. Project Management Tool Simulation
  7. Risk Management Exercise
  8. Action Plan Presentation and Feedback

Theoretical Steps for Control

  1. Introduction to Control
  2. Key Components of Control
  3. Steps to Implement Control

The Reporting Stage teaches students how to create, analyze, and present business reports crucial for decision-making and performance tracking. They will learn key concepts like KPIs, metrics, and dashboards, and explore different types of reports, including financial, performance, and analytical. Practical workshops will guide them in developing performance reports and enhancing their presentation skills. Students will practice effective communication of data insights using storytelling and visual aids such as charts and infographics. Through report presentation workshops and peer review sessions, they will refine their ability to present complex data clearly and compellingly to various stakeholders.

Module 1: Introduction to Reporting

Theoretical Steps

  1. Definition and Importance
  2. Types of Reports
  3. Key Concepts and Terminology

Practical Steps

  1. Report Creation Workshop
  2. Task

Presenting Reports

Theoretical Steps

  1. Presentation Skills
  2. Storytelling with Data
  3. Visual Aids

Practical Steps:

  1. Report Presentation Workshop
  2. Task
  3. Peer Review