University Textbook
The main project output is university textbook focused on current knowledge and information from the world of digital marketing — 19 chapters in total. Each chapter involves 1 case study from the Visegrad region.
PART I: FUNDAMENTALS, STRATEGY AND THE ONLINE CONSUMER
- Chapter 1: Introduction to Online Marketing
- Chapter 2: Digital Marketing Strategies
- Chapter 3: Building a Brand in the Digital Environment
- Chapter 4: Online Consumer Behaviour
- Chapter 5: Online Segmentation & Personalisation
PART II: E-COMMERCE AND DIGITAL MARKETING COMMUNICATION
- Chapter 6: E-commerce
- Chapter 7: Online Marketing Communication
- Chapter 8: Content Marketing & Copywriting
- Chapter 9: Email Marketing
- Chapter 10: Local Marketing in Digital Marketing
PART III: SOCIAL MEDIA AND PERFORMANCE MARKETING CHANNELS
- Chapter 11: Social Media Strategies
- Chapter 12: Social Media Tools
- Chapter 13: Introduction to Search Engine Marketing
- Chapter 14: PPC Advertising
PART IV: UX, ANALYTICS AND DATA-DRIVEN MANAGEMENT
- Chapter 15: UX and UI
- Chapter 16: Data-Driven Reporting
- Chapter 17: Analytical and Predictive Tools
PART V: INNOVATIVE TECHNOLOGIES IN DIGITAL MARKETING
- Chapter 18: IoT, VR and AR in Digital Marketing
- Chapter 19: AI in Digital Marketing
Each chapter includes practical exercises designed to reinforce the concepts presented and encourage the application of knowledge in real-world marketing scenarios. To support learning and self-assessment, every chapter also concludes with a set of short quiz questions that help readers review key concepts and evaluate their understanding before progressing to the next topic.
Scientific paper
The project consortium prepared a scientific study published in open access journal ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES. The research paper includes results from an online survey focused on mapping skills in digital marketing among university students in the Visegrad region.
Abstract.
The aim of this paper is to investigate and map the digital marketing hard skills of university students in the Visegrad region, with particular emphasis on their ability to use digital tools, their perceived proficiency and areas requiring further development to meet modern labour market expectations. Using purposive sampling, data were collected via an online survey administered between June 2025 and January 2026, among Hungarian, Polish and Slovak students. The total sample size consisted of 1200 respondents (400 from each country), aged 18 - 30, enrolled in study programmes incorporating marketing-related courses. The questionnaire included items regarding digital marketing skills and students' perceived proficiency in specific digital tools. The findings reveal a clear concentration of skills in domains that are highly visible within students' environments, like social media and AI, while automation and analytics skills remain comparatively underdeveloped. At the level of specific digital marketing tools, self-reported proficiency ranged predominantly from beginner to intermediate level. Significant differences between countries were also observed. These findings underscore the need to more closely align curricula with the requirements of the labour market.
Online course
Hard Skills in Digital Marketing is an interactive, practice-oriented course designed to develop essential analytical and technical skills in digital marketing through the use of Google Analytics 4 (GA4). Participants will learn how to set up and configure GA4 properties, implement tracking, analyse user behaviour across acquisition, engagement, monetization, and retention, and transform data into actionable business insights. The course also covers advanced topics such as custom explorations, funnels, path analysis, cohorts, audiences, filters, and data-driven decision-making, while incorporating the latest GA4 updates and industry best practices.
The course is structured into sequential modules that combine concise theory, interactive learning materials, and hands-on practice. Each module includes interactive videos and demonstrations.
MODULE 1 - The Foundation - Business Goal Discovery
MODULE 2 - Your first GA4 property
MODULE 3 - Navigation in GA 4
MODULE 4 - Explorations / Reporting
MODULE 5 - Google Tag Manager
MODULE 6 - Final Test GA4
MODULE 7 - Social media marketing
MODULE 7 - AI in digital marketing
The course also includes two dedicated vocabulary sections designed to strengthen learners' understanding of key terminology. The first, Fundamental Digital Marketing Vocabulary, introduces essential concepts and terms commonly used across the digital marketing industry. The second, Google Analytics Vocabulary, focuses on GA4-specific terminology. These vocabulary modules provide a solid foundation for understanding the course content.
The course is complemented by the university textbook Digital Marketing: Theory and Practice in the Visegrad Region, which serves as the primary theoretical resource.
