In this era, Digital Marketing is at its peak. Compared to traditional marketing methods, online marketing and PR helps to communicate the brand and advance sales to each corner of the world. Becoming a digital marketer is a journey. Digital communication has grown rapidly in various actors; public, political, and private - recently even in Albania. Marketing experts value digital marketing as a powerful tool to communicate effectively with large audiences at a lower cost, comparing it with the traditional forms of marketing. Digital technology is becoming more demanding on costs aspects and control of communication, challenging especially the PR. The companies or organizations are moving further on the journey of digital transformation, and it seems that digital strategy and business strategy may soon be the same thing.

To provide students with a comprehensive understanding of digital marketing and public relations strategies and tools. To develop students' ability to create, implement, and evaluate digital marketing campaigns. To analyze the impact of various digital platforms and channels on consumer behavior. To equip students with practical skills to manage effective campaigns and digital channels, including SEO, SEM, social media marketing, email marketing, PR, as well as analytics, metrics, KPIs, and ROI. To encourage students to critically assess trends and innovations in digital marketing.