Digital marketing course from digital media specialists and field experts.

Programme Register

About DAN Digital Academy

DAN Digital Academy is a digital marketing training programme of the global communications group Dentsu Aegis Network and is now available also in Latvia. The Dentsu Aegis Network (DAN) group is represented in Latvia by the media agencies Vizeum, Carat and digital performance agency iProspect.

Our programme’s study courses will give answers to these questions:

The aim of the Digital Academy is to provide knowledge of the most efficient use of digital platforms and increase effectiveness of company communications and advertising campaigns.

DAN Digital Academy’s programme has been successfully implemented for several years in many countries represented by our agency’s group – in Germany, Norway, Denmark, Sweden and elsewhere.

For the second time in Latvia!

Dentsu Aegis Network Digital Academy is successfully operating in many European countries - Germany, Norway, Sweden, Denmark and others. In 2016 DAN Digital Academy was launched in Latvia as well, providing practical knowledge training in an efficient and well-organized program.

To whom it may be interesting?

The Digital Academy programme is intended for anyone working in marketing, public relations, communications or mass media and who is responsible for communications planning, implementation or cooperation with media and advertising agencies – thus everyone wishing to improve their knowledge of the digital environment, media development, and the possibilities and implementation of effective communications campaigns.

In order to take part in the Digital Academy, basic knowledge and interest in digital media are required.

Company business professionals that graduated DAN Digital Academy

THE TRAINING PROGRAMME

The training is divided into five modules, taught over the course of two months. Following conclusion of the training, there is the possibility to take an exam (it is not obligatory). Upon conclusion of the course, participants receive a diploma reflecting their participation and a certificate for successful completion of the course.

The number of participants for each training module is limited to 15. Training takes place in Latvian, unless indicated otherwise.

The training is based on theory and analysis, as well as application of practical instruments that participants use in group works , solving real case studies and challenges. Participants work with real challenges and tasks, as well as share in their knowledge and inspire the others. The training includes company case studies and analysis, as well as shared experience and presentations from media representatives.

The training will be led by the best digital marketing and media experts from the Dentsu Aegis Network in Latvia and global representatives from iProspect, Carat and Vizeum. According to the subject matter being studied, other specialists will also be involved.

In the programme: lecture presentations, practical individual and group assignments, media representatives and company case studies.

MODULE 1: THE DIGITAL CLASSICS — THE DIGITAL MEDIA ENVIRONMENT AND STRATEGIES

Time: April 5th and 6th from 9:00 am to 2:00 pm

It is particularly important for companies today to use digital media effectively and appropriately. The development of the digital media environment has significantly altered the path of how a consumer makes decisions regarding purchase and brand preference, known as the “consumer journey” – how to understand it and how to integrate this knowledge into a company’s advertising communications plans – this is what the first academic module is about.

In our first course module we will look at the entire media and in particular the digital media environment in 2016 in Latvia and the world. This study module will provide knowledge for the effective development of a digital media strategy, analyse actual case studies and provide an opportunity to hear company representatives and media owners experience.

Module content:

1.THE DIGITAL ENVIRONMENT TODAY – THE NEW CONSUMER JOURNEY
2.EVALUATION OF THE RESULTS OF DIGITAL COMMUNICATIONS
3.DETAILED INFORMATION REGARDING DIGITAL CHANNELS
  • Digital media and development trends
  • The meaning of digital media in the development of a marketing communication strategy (the digital environment as part of a strategy)
  • Development of a digital strategy: key KPI’s and effectiveness
  • Consumer journey in the digital environment. The meaning and sources of data
  • Decision-making . Consumer centric communication planning.
  • Development of a communications “ecosystem”. Campaign strategies

MODULE 2: ADVERTISING INVESTMENTS IN THE DIGITAL ENVIRONMENT

Time: April 19th and 20th from 9:00 am to 1:00 pm

In this module we will review in detail advertising investments and possibilities in digital channels. The module content is about how to correctly plan a campaign, depending upon analysis and data of the target audience’s habits and media usage. We will also discuss how to determine the return on investments made in the advertising budgets of specific media.

Module content:

1.HOW TO PLAN ADVERTISING INVESTMENTS IN DIGITAL CHANNELS?
2.SMART PLANNING FOR ADVERTISING IN DIGITAL MEDIA, OR THE PROGRAMMATIC APPROACH (IN ENGLISH)
3.ADVERTISING INVESTMENTS IN THE MOBILE ENVIRONMENT – ON MOBILE DEVICES
  • Advertising investments in the digital environment and interaction thereof with investments in other media
  • Advertising purchase units and ways of purchasing advertisements
  • Effective application of technologies
  • Current possibilities in the current environment
  • Data and real-time bidding advertising
  • The goals of advertising and key indicators of effectiveness – what next?
  • The advertising market in the mobile environment and trends in its development
  • Advertising on mobile devices – SWOT, effective selection of target audience and possibilities

MODULE 3: DATA-DRIVEN MARKETING

Time: April 25th and 26th from 9:00 am to 2:00 pm

Most companies increase their advertising budgets allocated for the digital environment from year to year. This means that it is increasingly important to correctly apply digital analysis tools in order to determine the effect of the current digital campaign, using insights about visitors’ behaviour on the company webpage or campaign landing page.

Digital analysis tools help to understand advertising results online, effectively analysing dataflow regarding visitors and webpage data. Which data to analyse and how to effectively transform it into useful insights for the further improvement and optimisation of campaigns – that’s what this training module is about.

Module content:

  • Understanding and application of dataflows for the further improvement of communications and optimisation of advertising
  • Webpage data analysis , social media data analyses
  • User-related data. Target audience and selection of target audience
  • Development of data-based content. Intelligent content (in English)

MODULIS 4: PERFORMANCE MARKETING

Time: May 10th and 11th from 9:00 am to 2:00 pm

Everyday over 1 million searches are made on the Google search engine in Latvia. How effectively do companies reach their audience looking for products and services?

It is possible to analyse all online activities, in order to optimally reach your audience and ensure the highest return on your investment.

Module content:

1.Performance marketing in Paid Search, SEO (search engine optimisation and marketing), display advertising, on social media and in email marketing.
2.ANALYSIS OF EFFECTIVENESS OF ADVERTISING CHANNELS (ATTRIBUTION MODELLING)
3.TRENDS AND INNOVATIONS
  • Digital analytics and effectiveness indicators
  • Optimisation process and tactics
  • Consumer journey and optimisation of its experience

MODULE 5: SOCIAL MEDIA TODAY AND TOMORROW

Time: May 24th and 25th from 9:00 am to 1:00 pm

This module will provide an overview of the leading social media networks and the possibilities for these platforms to effectively reach the necessary target audience and to interact with it. In dialogue between social media and the audience, the main thing is appropriate content and audience reach. How to analyse the needs and interests of target audiences, how to develop content strategy on the basis of these data and how to measure the effectiveness of communications on social media – that is what this academy module is about.

Module content:

  • Overview of the leading social platforms
  • Analysis of target audience and data sources. Company communications strategies on social media
  • Effectiveness of social media – goals, key performance indicators, possibilities and analysis
  • Advertising on social media
  • Trends and innovations. Examples of best practices and case studies

CONCLUSION

With optional exam

Time of event:

May 25th from 2:00 pm to 4:30 pm

EXAM
  • The Digital academy exam takes place in groups, with a specific assignment that must be completed and presented.
  • The Digital Academy closing event – May 25th at 5:00 pm. Graduation ceremony and networking . Location TBC

Lecturers

Linda Saulīte

Head of Vizeum Latvia
Vizeum Latvia

Aleksandrs Pasters

Head of iProspect Latvia
iProspect Latvia

Matiss Miezis

Head of Programmatic
Carat Latvia

Anna Holsta

Head of Social
iProspect Latvia

Guest Lecturers

Final list for the next course to be confirmed
Vieslektoru saraksts tiks precizēts

Imants Krezins (TBC)

Client Partner
iProspect UK

Casper Vasbotten (TBC)

Head of Social
iProspect Norway

Ieva Kravcenko

Strategy Director
Carat Latvia

Karina Kolesnikova

Head of Research
Dentsu Aegis Network Latvia

Armands Evertovskis

Data Champion
Dentsu Aegis Network Latvia

TIME AND PLACE

The Digital Academy project in Latvia is being led by Linda Saulīte, Head of Vizeum Latvia.

The training will take place at the Riga Graduate School of Law, on 4a Strēlnieku Street.

The cost of the training.

Cost

*Company entrance card – a company ticket for all five modules. It may be used by various company employees, depending on module content – each module may be attended by a different company employee, depending upon how the content of the specific module matches the employee’s needs and interests.

**Module 1 plus any other module. When registering, please indicate whether you wish to visit any other two modules of your choice.

REGISTRATION

Number of participants is limited.

* Mandatory

Contacts

Linda Saulīte, Head of Vizeum Latvia
+371 293 31 199
linda.saulite@vizeum.com

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