Digital Marketing and Web Communication

By the end of the training, participants will:
Be able to identify and apply the main components of internet marketing that are important in the travel, tourism, and leisure sectors.
Be able to evaluate and improve websites based on usability, design, and SEO best practices.
Be capable of developing and executing a social media marketing strategy, including creating effective campaigns on platforms such as Facebook.
Be able to analyze competitors' digital marketing strategies to identify opportunities and improve their own activities.

Andres Kuusik - Andres Kuusik is a recognized trainer with extensive experience in marketing education. He is a Professor of Marketing at the University of Tartu, with a PhD in Economics and Business Administration. Andres has led numerous courses and trainings for adults, particularly in digital and neuromarketing, since the early 2000s, making him a highly qualified lecturer for this program
Tanel Mehine - Tanel Mehine is a Junior Lecturer in Marketing at the University of Tartu, with a Master's degree in Economics and Business Administration. He focuses on consumer behavior and digital marketing in both retail and online environments, making him well-suited for teaching courses related to internet marketing
Kristian Pentus - Kristian Pentus is a Junior Lecturer and Head of the Chair of Marketing at the University of Tartu. Holding a Master’s degree in Marketing, Kristian specializes in brand management and digital marketing strategies. His work with neuromarketing and digital tools further strengthens his qualifications for this course
Liudmyla Dorokhova - Liudmyla Dorokhova has over 30 years of experience teaching marketing, including digital marketing topics, in both Ukrainian and Russian. She has taught courses in marketing communications and management, which makes her expertise particularly relevant to digital marketing and tourism industry applications

Topic	Credit	Lectors
1. Day 1: Website and Digital Marketing - General Concepts Basic Concepts of Internet Marketing (2 hours) (rus) Funnel Theory (2 hours) (rus) Website Design and Development Tools (2 hours) (rus)	6	Liudmyla Dorokhova
2. Day 2: Website and Digital Marketing - Specific Applications Usability and Search Engine Marketing (SEA & SEO) (4 hours) (est) Competitor Analysis (2 hours) (est) Virtual Tourism and ICT for People with Disabilities (1 hour) (rus)	7	Andres Kuusik, Tanel Mehine, Liudmyla Dorokhova
3. Day 3: Social Media and Communication - General Concepts Social Media Marketing (2 hours) (rus) Facebook Marketing Campaigns (1 hours) (rus) AI Applications in Marketing (3 hours) (est)	6	Kristian Pentus, Liudmyla Dorokhova
4. Day 4: Social Media and Communication - Specific Applications Practical: Creating a Facebook Ad Campaign (3 hours) (est) Competitor Analysis in Social Media (2 hours) (est) Evaluation of Travel Company Websites (2 hours) (rus)	7	Tanel Mehine, Kristian Pentus
5. Website audit – an analysis of the website’s usability and SEO, with suggestions for improvement. The focus will be on the analysis, interpretation of audit results, and recommendations for enhancing the site.	3	Liudmyla Dorokhova
6. Campaign creation – a social media campaign, evaluated for its alignment with objectives and creativity.	4	Liudmyla Dorokhova
7. Digital marketing strategy development – participants will create a marketing strategy, which will be assessed based on the application of what was learned, clarity, and practicality.	5	Liudmyla Dorokhova

Ida-Viru maakond

Studies and teaching takes place in appropriate classrooms, which have the required teaching equipment and meet the health and safety requirements.

The course dates are currently with monthly accuracy, and the exact dates will be published at the end of March.
Day 1: october
Website and Digital Marketing - General Concepts
Basic Concepts of Internet Marketing (2 hours) (rus)
Funnel Theory (2 hours) (rus)
Website Design and Development Tools (2 hours) (rus)


Day 2:october
Website and Digital Marketing - Specific Applications
Usability and Search Engine Marketing (SEA & SEO) (3 hours) (est)
Competitor Analysis (2 hours) (est)
Virtual Tourism and ICT for People with Disabilities (2 hour) (rus)

Day 3: november
Social Media and Communication - General Concepts
Social Media Marketing (2 hours) (rus)
Facebook Marketing Campaigns (1 hours) (rus)
AI Applications in Marketing (3 hours) (est)

Day 4:november
Social Media and Communication - Specific Applications
Practical: Creating a Facebook Ad Campaign (3 hours) (est)
Competitor Analysis in Social Media (2 hours) (est)
Evaluation of Travel Company Websites (2 hours) (rus)

This program focuses on practical internet marketing methods used in the travel, tourism, and leisure sectors. The course covers social media marketing, email marketing, website evaluation and improvement, SEO, competitor analysis, and AI applications in marketing.

During the course, participants' work will be evaluated through various tasks and practical activities. Each learning outcome is tied to a specific task, which serves as the basis for assessment.

Final assessment requirements:

Attendance at least half of the training days.
Completion of independent tasks (website audit, marketing strategy, social media campaign, competitor analysis).

non-differentiated (pass, fail, not present)

The assessment will take into account the participant's attendance and active participation in group discussions and practical exercises. Completion of individual tasks includes:

Strategy development – participants will create a marketing strategy, which will be assessed based on the application of what was learned, clarity, and practicality.
Website audit – an analysis of the website’s usability and SEO, with suggestions for improvement. The focus will be on the analysis, interpretation of audit results, and recommendations for enhancing the site.
Campaign creation – a social media campaign, evaluated for its alignment with objectives and creativity.

The assessment will consider participants' active engagement in discussions and practical tasks, providing meaningful and relevant responses. Independent tasks must be completed on time, meeting the assignment objectives as per the guidelines. The focus of the evaluation will be on developing marketing strategies, conducting website audits, creating social media campaigns, and analyzing competitors, with emphasis on depth of analysis and practical application. All assignments should be logically structured and correctly presented. Final assessment requires attendance in at least half of the training days and timely completion of independent work.

Certificate of completion/Certificate of attendance

When registering, please enter your employer's name and work address in the comments section. (The course is aimed at individuals living or working in Ida-Viru County.) In the "Additional information or questions regarding participation" section, briefly explain your motivation for attending the course (up to 1000 characters).

Please note that registration does not automatically guarantee a place on the course. Participants will be selected based on their motivation letters, and a separate confirmation will be sent to you if you are accepted. In the absence of a motivation letter, you may only participate if there are available spots. The course fee is 336 euros, which will be paid for the course completer by the ÕÜF funds. Due to funding regulations, participant data from free courses will be shared with Statistics Estonia, who may contact you via email or phone 6 months after the course for feedback. By registering for the course:

You consent to your data being shared with Statistics Estonia;
You confirm that you belong to the target group and will participate in at least three training days;
You acknowledge and agree that in case of withdrawal without prior notice or dropping out, the university may require reimbursement of the course fee in accordance with the university's rules on continuing education fees, which can be found online: https://ut.ee/et/oigusaktid.

12.09.2025

Kristian Pentus, kristian.pentus@ut.ee, +372 +372 737 6321