Digital Marketing Course: A Study on the Effectiveness of Blended Learning

The article is focused on blended learning approach in higher education. The main goal of the first part was to identify and discuss advantages of blended learning for the innovation purpose of teaching and learning at universities. Blended learning offers many advantages to students, teachers and faculty. Faculties that traditionally teach their courses should imagine how they could teach these courses in the blended mode. A case study was used to gather data about students' learning activity and their performance in the subject Digital marketing. As the findings of the learning process show, students who paid more attention to the learning process in both face-to-face and e-learning components, achieved the best learning performance. Our case study has shown a positive link between student activity in both blended learning components and the resulting subject assessment. Students, who participated in the final evaluation of the course, expressed medium level of satisfaction with this form of teaching and learning. The study contributes to our understanding of blended learning application in an education process at a university.