Digital Marketing in the Era of AI

Take your digital marketing skills to the next level! This master’s-level microdegree provides a comprehensive overview and practical guidelines how AI is used in digital marketing - in SEO, data analytics, Google Ads, as well as social media and email marketing. You will learn to create effective strategies, boost visibility and conversions, and make data-driven decisions. The program prepares you for the ever-changing digital marketing landscape, where success depends on smart use of AI, technology and strategic thinking. The outcome: increased visibility, strengthen brand and measurable business results that will take your marketing game to the next level.

Explore the microdegree Register for the microdegree

Practical info

Course Date

19.03.2027 - 29.05.2027

Capacity

15 ECTS (390 academic hours, of which 72 in classroom and 318 individual work)

Lecturers

Kristina Randver, Andrus Kiisküla, Marten Saar, Laura Jane Katriina Pesonen, Greta Rutkevičiūtė

Language

English

Method

In class

Prerequisites

Entry requirements:

Bachelor’s degree or equivalent qualification.
Have at least 3 years of work experience in business, entrepreneurship. We value both people and process management experience.
Valid temporary residence permit or EU citizenship.
English at B2 level
Completed consultation with EBS before 15 March 2027. Book your consultation here

Location

EBS University, A.Lauteri 3, Tallinn

Price

€2,800

Early bird €2,590 until 22.02.2027

Register today and take your digital marketing skills to the next level.

How this micro-degree changes the way you work

This programme doesn't just teach you another tool. It shows you how tools, channels and data work together.

A complete digital strategy. You'll know which channels to use and why, and how to turn business goals into concrete marketing actions.
A clear view of what works. You'll be able to read GA4 data and build Looker Studio reports that show where your results come from and where your marketing budget goes.
AI where it counts. You'll know where AI genuinely saves time and money, for example in personalisation, creative work and automation, and where it adds no real value.
The confidence to ask the right questions. Even if you don't run campaigns yourself, you'll be able to evaluate your marketing team's or agency's work, understand the results and make better-informed decisions.

Why choose this micro-degree?

Learn from Google experts and leading digital marketing practitioners who work with digital marketing and technology every day.
Practical assignments based on your own work or business, so you can apply what you learn right away.
15 ECTS credits that can be recognised towards degree studies at other universities. If you continue to a master's at EBS, part of your studies will already be done.

Who is Digital Marketing in the Era of AI intended for?

This micro-degree is designed for people responsible for their company's visibility, marketing activities or sales results:

Marketing managers and specialists who already use some digital channels or tools and want to move towards a more systematic, data-driven and strategic approach to digital marketing.
Owners and managers of small and medium-sized businesses who don't need to be marketers themselves, but want to understand where their marketing budget goes, ask their marketing team or agency the right questions and judge whether their marketing is delivering results.

The programme suits professionals with a bachelor's degree who want to build on their marketing experience and take the next step towards a more strategic role.

Explore the microdegree

The programme includes nine full days of in-person learning at EBS in Tallinn, from 19 March to 29 May 2027, typically held every second Friday and Saturday from 10:00 to 17:15.

As the sessions are practical and interactive, participants are expected to attend all scheduled days on campus. Lecture recordings will be available to support learning but are not a substitute for attendance.

Expected dates: 19.03, 02.04, 03.04, 16.04, 17.04 14.05, 15.05, 28.05, 29.05.2027 (will be confirmed).

The microdegree carries 15 ECTS credits, equivalent to a total workload of 390 hours, including 72 hours of classroom learning and 318 hours of independent study. Please note that assignment deadlines may extend beyond the final day of classes.

Topics Covered

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.

The curriculum is registered in the Estonian Education Information System (curriculum code 259537) and complies with the requirements of the current continuing education standard and the Adult Education Act.

Digital Marketing Trends & Strategy – 24 h in classroom, 132 h independent studies – 6 ECTS
This course provides participants with a comprehensive overview of the rapidly evolving digital marketing landscape, focusing on the latest trends, practical applications of artificial intelligence, and the development of an actionable digital marketing strategy. Participants will learn how to use free Google tools, including Business Profile, Google Trends, and Market Finder, to increase brand visibility, make data-driven decisions, and support market research.

The course explores practical use cases of AI and generative AI in marketing, including campaign personalisation, creative development, and improving marketing efficiency. As the concluding course of the microdegree, it helps participants integrate the knowledge gained throughout the programme into a coherent, results-oriented digital marketing strategy that supports business growth, customer engagement, and market expansion.
Lecturers:
Kristina Randver – Industry Head, Google Baltics

Measurement, Reporting & SEO – 16 h in classroom, 36 h independent studies – 2 ECTS
This course combines three essential skills in digital marketing: search engine optimisation, understanding measurement solutions, and data-driven reporting. Participants will learn how to improve website visibility in search results, analyse user behaviour with Google Analytics 4, and create clear and meaningful reports in Data Studio.

The course covers the core principles of SEO, website performance analysis, and the identification of optimisation opportunities. It also explores modern measurement solutions and their connection to privacy requirements, helping participants collect, interpret, and visualise data in a way that supports better marketing and business decisions.

Upon completion of the course, participants will be able to apply SEO principles to increase website visibility, use GA4 data to analyse user behaviour and website performance, and create visual summary reports in Data Studio to monitor key performance indicatorsnd enhancing online business growth.
Lecturers:
Marten Saar – International SEO strategist, startup advisor
Greta Rutkevičiūtė – Google data analyst, visualization expert

Social Media – 20 hours of contact learning, 110 hours of independent work – 5 ECTS
This course provides participants with practical skills to plan, execute, and optimize social media campaigns on YouTube, Meta, and TikTok platforms. The focus is on understanding platform-specific opportunities, audience targeting, advertising logic, creative solutions, and performance measurement.

Participants will learn how to develop multi-channel campaigns that support brand awareness, engagement, and conversions while helping to build stronger customer relationships. The course covers Meta advertising, including campaign structure, targeting, ad creatives, optimization, and analysis; TikTok advertising, with a focus on short-form video best practices and platform-specific creative techniques; and YouTube campaigns, including audience strategy, creative approach, and optimization.

Through practical exercises, real-world examples, and industry case studies, participants will gain actionable tools for integrating social media into a broader digital marketing framework. Upon completion, they will be able to plan, launch, and optimize social media campaigns and analyze key performance metrics to evaluate campaign effectiveness and support data-driven marketing decisions.
Lecturer: Andrus Kiisküla – Customer Journey Orchestration spetsialist
Lecturer:Laura Jane Katriina Pesonen – Digital Marketing and Google Solutions Expert
Kristina Randver – Industry Head, Google Baltics

Search, Apps & e-mail marketing – 12 contact hours, 40 hours of independent work – 2 ECTS

This course provides participants with a practical understanding of how to use Google Search and App campaigns together with e-mail marketing to achieve business and marketing objectives. The focus is on performance-driven campaign strategies, selecting suitable targeting and bidding approaches, applying AI-powered features, and using e-mail marketing to strengthen customer retention, engagement, and revenue growth.

Participants will learn how to define clear marketing goals, choose appropriate campaign types and settings, and use measurement, targeting, and optimization tools to support data-driven decisions. The course also covers e-mail marketing strategy, segmentation, automation, personalization, copywriting principles, and performance tracking.

The learning process is highly practical, combining theory, live demos, and individual assignments. Upon completion, participants will be able to align business and marketing objectives with suitable Search and App campaigns, apply AI-powered solutions to improve campaign efficiency, and design segmented e-mail marketing campaigns that support customer relationships and business results.
Lecturer: Andrus Kiisküla – Customer Journey Orchestration spetsialist
Lecturer:Laura Jane Katriina Pesonen – Digital Marketing and Google Solutions Expert
Kristina Randver – Industry Head, Google Baltics

Prerequisites

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.

Learning outcomes

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.

Programme Completion Requirements

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

Assessment criteria

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)

Learning Enviroment

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.

The University reserves the right to make adjustments to the programme in cooperation with the lead lecturer to ensure the best possible learning experience.

Microdegree Instructors

Kristina Randver

Visiting lecturer /Industry Leader, Google Baltics

Kristina has more than 25 years of experience in marketing. For the past 9 years, she has led Google's Baltic business, being responsible for and involved in the development of digital marketing and growth strategies for several globally successful companies.
Kristina has brought several of Google's globally successful digital training programs to Estonia - the 'Õpi koos Google’iga' digital marketing and AI programs and AI Experience program. She has led and been a lecturer in Digital Marketing Microdegrees for Master's students at EBS. Trained and and being mentor for students and local businesses on digital marketing strategies and Google Ads in Baltics.

Andrus Kiisküla

Customer Journey Orchestration spetsialist

Andrus Kiisküla is an experienced digital marketing expert and strategist specialising in customer journey optimisation, data-driven marketing, and business growth strategies. He currently serves as Chief Marketing Officer (CMO) at HUUM and has previously led digital marketing at Äripäev as well as digital marketing and analytics at Tallink Group.
Andrus has also worked extensively as a trainer, consultant, and mentor, including within the Learn with Google programme. His expertise has been applied by organisations ranging from small non-profits to the Representation of the European Commission in Estonia, e-commerce businesses, tourism companies, public sector organisations, real estate developers, technology companies, and large enterprises.
Andrus is an EBS alumnus with a Bachelor’s degree in Business Administration, specialising in Marketing. His qualification has been recognised as equivalent to a master’s degree.

Marten Saar

Visiting lecturer

Marten is an Estonian SEO expert and the founder of SEO1, an agency specializing in search engine optimization. He began his career in 2008, initially focusing on affiliate marketing in the U.S. market. Subsequently, he expanded his services to support Estonian startups targeting international markets.
Marten Saar is also recognized for sharing his expertise through various platforms. He has participated in events such as SEO Vibes on Tour. Marten has also contributed to Äripäeva Digiturunduse praktikum, further demonstrating his commitment to sharing knowledge in the field of digital marketing.

Laura Jane Katriina Pesonen

Digital Marketing and Google Solutions Expert

Laura Jane Katriina Pesonen - Laura is an experienced sales, marketing and public relations specialist with over 8 years of experience in both B2C (D2D and F2F) and B2B sales. She currently helps the largest companies in the Baltic region grow with Google solutions and trains and mentors students and local businesses on Google Ads, digital marketing and the application of artificial intelligence in business development.

Greta Rutkevičiūtė

Analytical Consultant at Google

Greta Rutkeviciute - Greta is a skilled analytical consultant at Google with a robust background in data analysis, visualization, and measurement. Her core competency lies in translating complex data into actionable insights, which she accomplishes through the creation of clear and business-relevant dashboards and reports.
Her professional journey spans a decade, encompassing diverse experiences in research, startup, and digital marketing agency environments.

Certificate

Graduates of the programme will receive a certificate of microdegree with ECTS credits

Course reviews

“The microdegree programme was extremely valuable and practical for me, giving me a strong overall understanding of modern digital marketing and especially of the significant role AI already plays in both strategy and everyday work. The most useful topics for me were GA4 and Looker Studio, as well as social media and overall digital strategy. The pace was intense at times, but manageable, and the practical assignments contributed greatly to making the knowledge truly stick. In some areas there was a lot of information and the content became quite technical, especially in Google Ads and SEO, but overall the programme was very well structured and I would definitely recommend it to others. Social media and email marketing were my favourite parts of the programme, and I would have gladly explored those topics even more deeply. Overall, it was a very positive experience, and it was even a little sad that it ended so quickly

Mariel Eliste-Juhalu

Strategic Brand & Marketing Expert

participant in the 2026 programme

Register for the microdegree

Lecturers

Kristina Randver, Andrus Kiisküla, Marten Saar, Laura Jane Katriina Pesonen, Greta Rutkevičiūtė

Method

Students meet with the instructor in class at regularly scheduled times.

Payment options

Payment by invoice or bank link
Would you like to split the invoice? Part can be issued to a company and the rest to an individual.