Course overview
Description generated based on course syllabus and open data.
Digital Marketing: goals, structure and analytics
The program aligns objectives, planning and performance evaluation in digital marketing. It covers SEO fundamentals, PPC and paid media (Google Ads, YouTube, Meta Ads), audience work, RACE and SWOT frameworks, plus GA4 and supporting AI tools for content and time efficiency.
Who it fits and who it does not in Digital Marketing
- Fits: junior digital specialists, SMM managers, marketers with up to 3 years of experience, entrepreneurs building a digital strategy.
- Does not fit: those expecting instant outcomes; those seeking deep focus on a single channel only; those unwilling to analyze data and document hypotheses.
Problems → working outcomes in Digital Marketing
- Scattered knowledge → coherent structure: goals, KPIs, a roadmap and checklists for campaign launch.
- Unclear audience → segmentation and basic audience hypothesis testing.
- Excess traffic spend → bid and budget control in Google Ads/Meta Ads with quality metrics in mind.
- Weak SEO visibility → technical essentials, keyword semantics, content core and basic on‑page optimization.
- Lack of transparent analytics → proper GA4 events, UTM tagging, attribution and metric interpretation.
Comparison with alternatives in Digital Marketing
- Self‑learning: flexible yet higher risk of missing connections between SEO, PPC, SMM and analytics.
- Narrow specialization content: depth in one channel without cross‑channel logic and aligned KPIs.
- High‑level overviews: provide concepts but lack actionable templates for planning, launch and evaluation.
Expected learning outcomes in Digital Marketing
- Understanding the digital marketer role, team structure and responsibilities.
- Planning basics with RACE and SWOT, goal and metric setting.
- Setup and launch of campaigns in Google Ads, YouTube, Meta Ads, including audiences and creatives.
- Starter SEO: technical priorities, keyword semantics and content planning.
- GA4: events, UTM, reporting and data reading for customer journey optimization.
- Practical templates: campaign brief, media plan structure, QA checklists.
Instructor
Oleksii Popov, Head of Digital Marketing (banking sector), 17+ years in marketing and PR; experience in planning and coordinating digital activities for a broad portfolio of products and services.
Course Description
To get the most out of your advertising campaigns, you will learn how to set up your Google Ads account, launch YouTube campaigns, and achieve your KPIs with PPC and contextual advertising. Using real business cases as examples, you will learn how targeted advertising works, what a working creative is, and how to achieve campaign goals with the help of current Facebook features and tools.
Lecturer: Oleksiy Popov, Head Of Digital Marketing at PrivatBank - Has over 17 years of experience in marketing and PR - Manages marketing activities for more than 250 services and products at PrivatBank - Worked with companies such as: ARGO-retail, LeBoutique, SOCAR Energy Ukraine, Foxtrot, Kyivstar, JSC Delta Bank - Developed digital project plans for 50+ Privat24 products: web and mobile push notifications, work with marketing communication channels, email marketing, targeting of social media campaigns - Engaged in brand building and marketing support, namely accurate audience segmentation, data analysis and end-to-end analytics of effective advertising campaigns
