Digital project manager / Digital manager - course 48,000 rub. from HSE, training 6 weeks, Date: April 17, 2023.

Miscellaneous / by admin / November 28, 2023

A client-side manager in a medium and large business who manages a digital project is often forced to simultaneously make decisions in several professional areas.

We identified the key ones, which became the main topics of this course: Project Management, Design, Analytics, Advertising, Video Production.

After completing the course, you will be able to dive deeper into the project together with the contractor, you will better understand the processes, typology of products and, most importantly, be able to make decisions independently, plan budgets and deadlines, create timelines, media plans, estimates, linking the entire project into a single strategy.

Documents for admission to study:

1) Scan of passport, first spread and registration spread – in one file;

2) A scan of a diploma of higher education + if the last name has changed, then a scan of the marriage certificate;

3) Fill out a personal card;

4) Indicate which agreement to send you - with an individual or legal entity;

5) Payment after concluding an agreement by payment order in a bank or online.

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Training format

Total duration in hours
102 hours

Admission conditions
The course was created for beginners and existing digital managers on the client side, as well as owners of small and medium-sized businesses, those who are planning to open their own business or work in management digital projects. Practical experience in digital projects and internet marketing is welcome, but not required.

Training format
Mixed

Composition of the group
Standard group size is 20 people

Language of instruction
Russian

Where can I study?
You can study both from Moscow and remotely, from any region. Classes are held in the classroom with synchronous broadcast to remote participants.

1. Timing and unit-economy of a digital project. The difference between the pipeline for developing a mobile application, website, game, or your own product. Principles of project cost estimation.

Build a tabular project design pipeline depending on its format. Learn how to evaluate the alignment of performance indicators and campaign budget. Learn to create a timeline for effective work within a given schedule.

Review of methodologies for various projects;
Choosing a task tracker;
Timing and project management services;
Unit-economics, budget planning;
Project evaluation methods;
Principles of interaction between performers within the project team;
The difference between the development pipeline for a game, a website, an application.

2. Platforms for different projects. Cases. Technological trends: interesting js, AR, box vs custom solution. How to make websites for different topics.

In the training format, consider examples of the implementation of digital ideas on different platforms - explore functional features, operating principles, limitations, platform interface and understand how to implement your development.

Types of projects;
Technology Review;
Augmented reality (AR): how it works, limitations, implementation platforms;
3D in website development: overview of the technology stack and implementation process;
Game mechanics: types, differences in approach to development;
Custom solutions vs packaged ones, what to use and when.

3. Design. User experience in the product and in life.

Master the basics of UX, figure out how to prototype a future product and evaluate the result from the design team. Present the concept of your project using the knowledge and skills you have acquired.

Types of designers;
A brief history of UX, principles and fundamentals of UX design;
Visual concept. Colors, fonts, graphics, composition;
Basic principles and elements of graphic design;
Stages of product creation. Designer's Toolkit;
Prototyping and product structure;
Design systems;
White sheet: where to look for ideas and how to start completing a task structurally;
Moodboard and concept of a future product;
Product presentation;
Homework: developing a product concept and preparing a presentation.

4. Product design and creation. Communication and team work processes.

Prototyping and product structure. Design systems. White sheet: where to look for ideas and how to start completing a task structurally. Moodboard and concept of a future product. Product presentation

5. Typology of video content. Creation of technical specifications.

You will learn about new technologies in graphic and filming video production, understand how to draw up technical specifications for video production, based on the basics of visuals. You will also learn pricing, aspects of working effectively with a contractor, and Agile approaches to video content production.

Creating video content in marketing.
Typology of video content: by purpose and technology of creation.
Selection of optimal technology.
Basic prerequisites: deadline, budget, creativity.
Filming videos. 2D animation: translation, hand-drawn animation.
Motion design: collage animation, After Effects projects.
3D animation: rationale for use, production features

6. Producing video content for business. Pricing.

Video project creation pipeline;
PPM (Pre-Production Meeting): booklet and conduct;
Small steps or Agile in action;
Timing and points of no return;
Unambiguity of communication;
Contact report;
Aspects of legal regulation in video production;
Estimate for video production and its analysis;
Ways to optimize video production costs;
Archiving the project.

7. Contextual and targeted advertising. Principles of using advertising platforms: YD, VK, MT. Cases.

You will understand the logic of managing advertising campaigns in contextual and targeted advertising, taking into account different types of digital businesses and audiences on sites.

Place of targeted advertising in the sales funnel;
Target audience of social networks;
Types of businesses that target advertising is suitable for;
Targeting capabilities with examples;
Main advertising formats in the target: traffic, impressions, lead generation, engagement, conversions;
Auction mechanics with payment for click impressions;
The logic of creating an advertisement;
Structuring an advertising campaign;
Working with audiences and searching for them, including outside social networks: Target Hunter, own audiences from phone numbers, e-mail, pixels on the website, look-a-like audiences;
Remarketing;
Non-trivial targeting;
Key differences between VKontakte and MyTarget;
Cases.
Development of contextual advertising systems.
Display advertising, performance, targeted advertising - where is the line? Formats in contextual advertising.

8. Media campaigns. Game mechanics. Media planning.

Study the components of a media plan and the stages of its implementation, master the mechanics for creating game projects, and expand your knowledge of advertising analytics tools and metrics.

Availability of media tools for the average advertiser.
Audiences and remarketing.
CRM audiences, working with Mac addresses, geography, audiences from metrics, audiences of media campaigns.
Search remarketing.
Preparation of an advertising campaign in contextual advertising networks.
Selection of the semantic core. Tools for composing semantics.
Keyword generators. Drawing up an ad.
Bid adjustments: gender and age structure, geography, devices, own audiences.
Advertising campaign management and optimization.
Automation systems.
Working with feeds using the K50 service as an example.

9. End-to-end advertising analytics. Yandex Metrica and Google Analytics.

Why is analytics needed? Sources of data for analysis. Design of web analytics systems. Site visitors: what you can find out, how to get this data. Determining traffic sources in Google Analytics and Yandex Metrica. Events and goals, how to set them up. Attribution models, which one to choose. Sessions and engagement metrics. Analysis Tools

10. Power BI. Application of ETL systems for data analysis and automation of routine analytics tasks. Introduction to BI systems using the example of Microsoft Power BI

Advantages of BI systems. Microsoft Power BI components. Introduction to built-in data connectors. Connection to Google Analytics. Introduction to basic diagrams and their properties. Formatting charts and displayed values. Filtering and obtaining data slices. Calculation of dynamic quantities: measures, columns, tables. Conditional formatting and sorting. Creating relationships between tables. Using custom connectors. Tips for creating user-friendly dashboards. Where to get more information.