Boglarka Kiss Kulenović, Faculty of Economics and Business, University of Zagreb
Romana Pezić, Faculty of Economics and Business, University of Zagreb
Borka Lekaj Lubina, PhD, Faculty of Political Science, University of Zagreb
English for Digital Marketing is intended for students of the professional graduate study program Digital Marketing at the Faculty of Economics and Business of the University of Zagreb. It serves as the primary literature for the courses English for Digital Marketing 1 and English for Digital Marketing 2. It is also used at the Faculty of Political Science of the University of Zagreb as additional literature for the courses English for Journalists 1 and 2. Its aim is to help students use the English language effectively in the professional context of digital marketing, while also developing both the theoretical and practical knowledge necessary for successful communication within this dynamic industry.
The textbook is organized in two parts. The first part focuses on acquiring and expanding specialized vocabulary through authentic, up-to-date, and thematically relevant texts. The second part emphasizes the development of language skills specific to the field, such as using English to craft and convey promotional messages to a target audience.
Work with the textbook is conceived as an interactive learning process that encourages students to connect their language knowledge with real professional contexts. Through a combination of reading, analysis, practical tasks, and communication activities, students have the opportunity to actively use English in situations that mimic real-world challenges in digital marketing. Each lesson offers concrete tasks and examples from practice, placing emphasis on the development of vocabulary and functional language competence. Since the textbook is written in a clear and accessible style that enables the understanding of more complex concepts, students are also able to work independently on the texts or tasks.
Publication year: 2026