Digital Marketing in Modern BusinessLaajuus (5 cr)

Learning objectives

Upon completion of the course, the student is able to

Understand and describe Digital Marketing as a strategic tool in today’s international business environment
Gain in-depth knowledge of inbound marketing and content marketing
Apply digital marketing theories to practical marketing campaigns
Understand how companies can use and leverage search engine marketing (SEO), email marketing and mobile marketing.
Understand what kind of opportunities WhatsApp and instant mobile messaging offer to companies today.
Develop an action plan in order to implement digital marketing for any company
Create a simple digital marketing plan for a company

Contents

Introduction to Digital Marketing: SOSTAC model, Content marketing & Inbound Marketing, SEO (Search Engine Optimization), Email Marketing, Mobile Marketing & WhatsApp Marketing
Why companies need to create a digital marketing plan
How to create digital marketing plan using SOSTAC planning model
How to promote your business with Content marketing & Inbound Marketing
How to promote your business with SEO (Search Engine Optimization)
How to promote your business Email Marketing
How to promote your business Mobile Marketing & WhatsApp
How to create a digital marketing plan for your business
Interviews with Finnish digital marketing experts
Examples and case studies
Questions and answers

Starting level and linkage with other courses

The course has no special starting requirements

Implementation methods, demonstration and Work&Study

The course consists of virtual learning and independent work.
100% virtual course
Forum discussions and participation is an important part of the course
Student can access the course material (video tutorials and materials) in Moodle

Assessment criteria, approved/failed

Course assessment (1-5) is based on:

Self assessment students complete at the end of the course
Quizzes student complete and the end of each topic (5 in total)
Digital marketing plan that student will create at the end of the course.

Learning materials

More than 60 video tutorials and other materials that are inside the course
SOSTAC - Guide To Your Perfect Digital Marketing Plan by PR Smith 2014. PR Smith Marketing
Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less: How to Tell a Different Story, ... and Win More Customers by Marketing Less, Joe Pulizzi, 2014
Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online Halligan, B. & Shah, D. 2014.
Video Marketing Tips and Strategies for Small Business Rouhiainen, L. 2013. Amazon
Social Media blogs and authority sites mentioned on the course