Practical Internet Marketing

Content

By the end of the course, students will understand the key practical methods used in Internet marketing. The course will cover topics such as search engine marketing (SEO and SEA), website design and usability, social media marketing, competitor analysis, Facebook campaigns, and AI in internet marketing. Special emphasis will be placed on social media marketing and search engine marketing, as these are some of the most important parts of many companies' marketing strategies today.

Learning outcomes

Upon successful completion of the course, students will:

• be able to identify the most important components of internet marketing strategy,
• know how to create high-quality websites and how to assess other websites,
• know how to apply funnel theory in context of internet marketing,
• be skilled in search engine marketing,
• have an understanding how to utilize the social media ecosystem,
• be able to create and execute social media campaigns.

Teaching methods

The course is 100% web-based and can be completed asynchronously.

The course will start on the 1st of March and run until the end of April. A new video lecture is uploaded to Moodle at the beginning of each week. Students can view the lectures at any time during the week, without being tied to a specific day or hour. Each topic includes a corresponding Moodle test, which must be completed during the same week that the lecture is released. Although there are no fixed class meetings, students are expected to follow the weekly schedule and complete the tests on time.

Learning takes place in an online Moodle environment. Students can access video lectures, learning materials and tests at any time, allowing for flexibility and self-paced study.

Programme

Topics to be covered:

1. Internet marketing basic concepts
2. Funnel Theory
3. Search Engine Marketing (SEO &SEA)
4. Social media marketing
5. Facebook marketing campaigns
6. Competitor analysis
7. Usability (neuromarketing approach)
8. Use of AI in internet marketing

Assessment

Non-differentiated (pass, fail, not present).
Participation of viewing of all the video lectures is obligatory.
Moodle tests - for each week’s topic the test must be passed (at least 75% to pass)

Lecturers

Kerli Ploom, Kristian Pentus, Tanel Mehine, Andres Kuusik

Course dates

This course takes place during the second semester of the 2025–2026 academic year, beginning on March 1st and continuing through the end of April. Info on course schedule will be available as of November 30, 2025. To check info after November 30, please see HERE and click on the tab “Events”.

Entry requirements: none, basic knowledge of marketing is useful.

For application, please use this form. Apply by January 26, 2026.

Students from all ENLIGHT partner universities are eligible to participate. The University of Tartu will select the permitted number of students and inform the admitted students as soon as possible. 

Before applying, please check with your home faculty or programme whether the course can be integrated into your curriculum to ensure recognition of the credits obtained. Students from Ghent University need to obtain faculty approval by filling this form and have it signed by Faculty Student Administration.

Information per university

• University of the Basque Country:This email address is being protected from spambots. You need JavaScript enabled to view it. 
• University of Bern:This email address is being protected from spambots. You need JavaScript enabled to view it.   
• University of Bordeaux:This email address is being protected from spambots. You need JavaScript enabled to view it.   
• Comenius University Bratislava:This email address is being protected from spambots. You need JavaScript enabled to view it.  
• University of Galway:This email address is being protected from spambots. You need JavaScript enabled to view it.  
• Ghent University:This email address is being protected from spambots. You need JavaScript enabled to view it.   
• University of Groningen:This email address is being protected from spambots. You need JavaScript enabled to view it. 
• University of Göttingen:This email address is being protected from spambots. You need JavaScript enabled to view it.   
• University of Tartu:This email address is being protected from spambots. You need JavaScript enabled to view it., check the virtual courses page for more information
• Uppsala University: This email address is being protected from spambots. You need JavaScript enabled to view it. 

Kerli Ploom: This email address is being protected from spambots. You need JavaScript enabled to view it.