Digital Marketing for Entrepreneurs: Strategy and Implementation – 26.05.2025 – 29.05.2025

Between May 26–29, 2025, students enrolled in the UBB Student i-Lab incubator community had the opportunity to participate in the workshop series “Digital Marketing for Entrepreneurs: Strategy and Implementation,” led by Dr. Zahay-Blatz. The event provided participants with a hands-on experience focused on developing skills in digital marketing, branding, and communication for start-ups.

Workshop 1: Digital Marketing and Branding Strategies

May 26, 2025, 1:00–2:30 PM, Room 120

The first workshop aimed to highlight the specific marketing strategies tailored for start-ups. Students explored how to position their product and company based on their core competencies. The session focused on developing a clear and relevant market positioning, resulting in the creation of a detailed positioning statement that defines the target market and the product or service’s points of differentiation, providing a solid foundation for future communication and branding strategies.

Workshop 2: Creating Digital Advertisements

May 27, 2025, 1:00–2:30 PM, Room 120

Building on the previously developed positioning statement, students had the opportunity to create effective digital campaigns focused on Google Search. The activities included identifying relevant keywords and drafting ad copy that communicates a clear and persuasive message to clients and investors. Additionally, participants learned how to create optimized content to enhance the visibility of a website or mobile site in front of artificial intelligence algorithms, using the HubSpot AI Campaign Assistant.

Workshop 3: Social Media Branding

May 28, 2025, 1:00–2:30 PM, Room 120

The final workshop focused on developing an integrated digital communication plan, combining online search, social media, email marketing, and web/mobile design to attract customers. Students created a company page on Facebook and targeted advertising campaigns, demonstrating the potential reach of their product. The technologies used included Facebook Meta and HubSpot AI Campaign Assistant.

Pitching Session

May 29, 2025, 4:00–5:30 PM, Room 120

The final session allowed for the evaluation of students’ performances throughout the workshops. Dr. Zahay-Blatz provided personalized feedback to each team, and participants who stood out with exceptional contributions received recognition certificates for their achievements.

CEBSS Presentation – Research in Digital Marketing

May 29, 2025, 2:00–3:30 PM, Room 118

During the event, Dr. Zahay-Blatz presented UBB faculty with a summary of her recent research in digital marketing and social media, aiming to encourage collaboration and generate new research ideas.