Principles – Course Outline

I’m pleased to announce that 15th – 30th of March of 2019, I’ll be holding lectures in Tbilisi. The course is called Principles of Digital Marketing and Social Media Management and is designed to:

  • Develop a correct understanding of all the essential areas of digital marketing and their roles within the online ecosystem.
  • Discover basic and advanced social media management techniques.
  • Learn and put in practice Facebook & IG Ads.
  • Understand the main online KPI’s, how to track them and make data based decisions.


Dates: 15 – 30 March

Tue & Thu: 20:00h – 22:00h

Sat: 12:00h – 14:00h

The venue is yet to be confirmed. For additional questions you can contact: or

Course: Principles of Digital Marketing and Social Media Management

Lecturer: Nick Gvakharia

Language: Georgian

Shortly About Nick

Associate professor of Digital Marketing and Social Media at IED Madrid since 2014.  +5 years of experience working in digital agency environments with fortune 500 companies such as Lenovo, Ferrero & Coca Cola. Over 10 year experience working with startups and small businesses from fields of: hospitality, real estate and financial services among others.

Skilled in managing every aspect of digital marketing, from account strategy to developing, launching, and optimizing digital marketing channels. Vast expertise in generating traffic, leads and sales as a media buyer with over $200k spending among Adwords, Programmatic and Social Media Ads.

Work Experience:


Course Syllabus

Session 1 – The foundations of Marketing

1.1. What is marketing and why we need a Marketing Plan?

  • Definition
  • What, how, where and when?
  • Example of a marketing plan

1.2. Situation analysis

  • SWAT Analysis.
  • External analysis
  • Market analysis
  • Competition analysis
  • Internal analysis
  • Brand Circle and SWOT

1.3.  BTL Marketing vs ATL Marketing

1.4. Understanding KPI’s

  • What are KPI’s
  • Traditional marketing terminology
  • Digital marketing terminology

1.5. Setting up objectives

  • Marketing objectives
  • Communication objectives

Session 2. Introduction and Analysis of Social Media Platforms

2.1 Introduction to Social media

  • What is social media?
  • What is engagement and why does it matter?  

2.2 Main advantages of social media as a tool for:

  • Public relations
  • Advertising
  • Traffic generation
  • Marketing management
  • Customer Engagement

2.3 Analysis of main social networks. Advantages, disadvantages and main functionality.

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • Google +
  • Google Maps (Google Business)

2.4. B2B VS B2C

Session 3. Targeting and Consistency

3.1 Target

  • What is a target audience?
  • Demographics, cultural profiles, social groups and economic status.
  • Web user profile, navigation features and design expectations

3.2 Social media style guide

  • Importance of consistency
  • Writing for social media
  • Tone
  • Branding

3.3 Categories of content

  • Owned Media
  • Earned Media
  • Paid Media.

Session 4. Publishing and Social listening – Main tools for social marketeers

4.1 Hootsuite

4.2 Buffer

4.3 Similar Web

4.4 Google Trends & Google Alerts

4.5 Facebook Insights

Session 5. Facebook & Instagram Ads

5.1 Understanding the basics of buying ads

  • Auctions
  • Smart Bidding
  • Buying models

5.2 Types of campaigns

  • Page Likes
  • Boosting
  • App Downloads
  • Event Promos

Session 6. Special Actions in Social Media

6.1 UGC (User generated Content)

6.2 Real time marketing techniques

6.3 Influencer marketing

Session 7. Blogging & Vlogging

7.1 Digital ecosystems

7.2 Blogs

7.3 Video (FB Live / Youtube / Vimeo)

7.4 Intellectual property: basic copyright regulations online

7.5 Stock photo, audio and more.

7.6 Web user profile

  • Navigation features
  • Design expectations
  • U / X (User interface)

7.7 Technical Foundations

  • Hosting
  • CMS (WordPress)
  • Templates

Session 8. Basic elements of the web

8.1 Organic positioning (SEO)

8.2 Paid Positioning (SEM)

8.3 Google analytics

8.4 Additional analytic tools

8.5 Reporting


  • In each session the concepts will be explained with the help of Powerpoint presentations, which at the end of the class will be sent to the students.
  • The slides will include examples of real cases so that new concepts can be better understood.
  • During the course, students will do practical exercises with real tools and budget to put into practice the learned concepts.
  • At the end of the course session students will be asked to write a short quiz in order to test their understanding of the basic concepts.

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