Digital Marketing in the Era of AI

Marketing’s core purpose remains unchanged - delivering the right message to the right audience at the right time. However, the rise of AI has rapidly transformed digital marketing from a strategic advantage into an essential capability. This microdegree equips you with practical skills to personalize, automate, and optimize digital marketing efforts through the use of AI and data-driven strategies. 
Led by top digital marketing specialists, this program combines real-world best practices with hands-on learning to help you implement impactful marketing solutions in your own organization. 

Designed for marketing managers and small to medium-sized business owners, the curriculum covers the full spectrum of digital marketing — from SEO and analytics to social media and Google Ads — all while focusing on adaptability in a fast-evolving digital landscape. You’ll work on real-life tasks, apply your new knowledge immediately, and walk away ready to grow your business with confidence in an AI-powered environment. 
 
The learning process is built on active learning methods – lectures, discussions, group work and practical assignments. This ensures that knowledge does not remain abstract theory, but turns into concrete skills and strategic thinking that you can immediately apply in real-life situations. Each course concludes with an assessment task, confirming the achievement of learning outcomes and helping you put what you’ve learned straight into practice.

Digital Marketing Trends & Strategy  –  24 h in classroom, 106 h independent studies  – 5 ECTS
The course aims to shape a systemic understanding of sustainability crisis issues (including climate change, loss of biodiversity, and overconsumption) in connection to business processes and their effect on entrepreneurial and everyday activities on the country, region, company, and community level, and to give knowledge and practical skills and instruments for the mitigation of sustainability crisis consequences, adopting and building of organizational resilience.  
Lecturers: 
Kristina Randver – Industry Head, Google Baltics
Matas Tvarijonas – Google Cloud engineer, AI & infrastructure expert

Google Analytics4, Reporting and SEO –  16 h in classroom, 36 h independent studies  – 2 ECTS
This course combines two essential digital marketing skills – SEO and Google Analytics 4. Participants will learn how to improve website visibility in search engine results, analyze user behavior, and create clear and impactful reports using Looker Studio. The program provides practical tools for making data-driven marketing decisions and enhancing online business growth.
Lecturers:
Marten Saar – International SEO strategist, startup advisor
Greta Rutkevičiūtė – Google data analyst, visualization expert

Social Media and Email Marketing – 16 hours of contact learning, 88 hours of independent work – 4 ECTS
This course offers a practical and engaging overview of how to design and implement effective digital marketing by combining Meta and TikTok advertising with targeted email marketing. Participants will learn to create integrated campaigns where data-driven targeting, tailored creative solutions, and personalized email automation form a cohesive whole. Through hands-on exercises, they will acquire the skills to embed social media and email strategies into a broader digital marketing framework, boosting user engagement and strengthening customer loyalty. By the end, participants will be able to master the full campaign process – from concept and execution to optimization, email automation, and performance analysis across Meta and TikTok platforms.
Lecturer: Andrus Kiisküla – Customer Journey Orchestration spetsialist

Google Ads: Search, Video & Apps – 16 hours of contact learning, 88 hours of independent work – 4 ECTS
This course provides a thorough understanding of how to use Google Ads (Search, YouTube, and App campaigns) to reach the right audiences across different stages of the customer journey. Participants will learn to set up and optimize campaigns, choose suitable targeting and bidding strategies, and leverage AI to improve advertising effectiveness and profitability. Through practical assignments and real-world examples, they will develop the ability to align business objectives with Google Ads solutions, boosting brand visibility, user engagement, and customer loyalty.
Lecturer: Laura Jane Katriina Pesonen – Digital Marketing and Google Solutions Expert

Please note: Participants from non-EU countries must already hold a valid temporary residence permit. Residence permits are not issued for short-term courses, including this microdegree. If you require a permit, please explore our full-time degree programmes instead.

Entry requirements:

• Bachelor’s degree or equivalent qualification.
• At least 3 years of work experience in business or entrepreneurship
• EU/EEA/Swiss citizenship or a valid temporary residence permit allowing study in Estonia.
• English at B2 level
• An online consultation with an EBS consultant is required for participation and must be completed by  March 2027 at the latest. To ensure timely guidance, please book your consultation before Christmas.

The microdegree graduate will be able to:

• Analyze current trends in digital marketing, including AI-based opportunities, and apply them in developing data-driven marketing strategies.
• Apply and optimize SEO, Google Ads, and social media advertising campaigns to increase visibility and conversions.
• Interpret and visualize data using Google Analytics 4 (GA4) and Looker Studio to support strategic decision-making.
• Design and plan channel-specific marketing campaigns, considering target audiences, goals, and the potential of the digital environment.
• Evaluate and adapt digital marketing strategies in response to market and technological developments.

To complete the microdegree, learners must pass all courses with at least a grade of E (51–60%).

Assessment is course-based, with differentiated grading based on practical tasks and learning outcomes of each course (tests, self-reflections, final papers e.t.c)

The courses takes place at EBS’s modern campus in Tallinn, A. Lauteri 3. Students have access to ergonomic classrooms, the EBS library, and the cloud-based Canvas learning platform. The study process is supported by online tools such as Canvas and MS Teams. Free Wi-Fi is available throughout the building.