As companies increasingly rely on data-driven advertising to optimize their performance, proficiency in digital marketing is a critical skill for future professionals. To ensure that students gain practical, hands-on experience in this dynamic field, the Faculty of Economics has partnered with Novela, a leading digital marketing simulation platform used by Columbia Business School, Imperial College London, University of Mary Washington, University of Wisconsin, University College Dublin, Vienna University of Economics and Business, Oakland University and many others.

Through this collaboration, second-year MONTEB students will have the opportunity to work with Novela's digital marketing simulations under the guidance of lecturer, Dr Sunčica Vuković. This initiative integrates state-of-the-art digital marketing training into the curriculum, providing students with the ability to engage with realistic simulations of Google Ads and Meta Ads platforms. This hands-on approach enables students to gain a deep understanding of how digital marketing decisions influence campaign outcomes, preparing them for real-world challenges in the industry.

Key features and benefits of Novela’s Digital Marketing simulations:

* Realistic industry simulations – Students interact with platforms that closely mirror the actual interfaces of Google Ads and Meta Ads, ensuring a seamless transition to real-world applications.

* Data-driven decision making – Students work with real-time data and AI-generated insights, allowing them to analyze market trends, optimize ad performance, and refine marketing strategies.

* Safe experimentation – The simulations provide a risk-free learning environment, where students can test different strategies, learn from mistakes, and continuously improve without financial consequences.

* Unlimited practice opportunities – Students have unlimited access to simulations throughout their course, encouraging them to experiment and hone their skills beyond initial learning.

* Comprehensive skill development – Participants gain proficiency in ad creation, budget allocation, automated bidding, audience targeting, and performance evaluation, ensuring a well-rounded understanding of digital advertising strategies.

* Industry-relevant certification – After successfully completing the simulation challenges, students become eligible for certification, enhancing their employability in the competitive digital marketing landscape.

The integration of Novela into the Faculty of Economics curriculum reflects a commitment to bridging the gap between academic instruction and industry practice. By engaging with advanced digital marketing simulations, students will not only enhance their technical competencies but also develop critical analytical and strategic thinking skills.

Additionally, students will have the opportunity to meet Clark Boyd, the co-founder of Novela, who will guide them through the platform and share his experience and advice on digital marketing strategies. With this collaboration, students will gain a strong foundation in digital marketing, making them more competitive in the job market and better prepared for future career opportunities in the field. The Faculty of Economics remains dedicated to enhancing learning experiences through innovative educational tools, reinforcing its role as a leader in modern business education.