Digital Marketing TechnologiesLaajuus (5 cr)

Learning objectives

The student is aware and recognizes the diverse possibilities of data-driven marketing. She/he can use various marketing technology applications and tools to develop and implement effective and efficient marketing, sales and communication processes at different stages of the customer journey.

Contents

- Marketing, communication and engagement tools, applications and platforms
- Experimental,/iterative planning process and mindset
- Digital customer journey
- Search engine optimization
- Data: availability, maturity, limitations and ethics
- Short and long term objectives, metrics and KPI's
- Current trends and opportunities related to digital marketing
- Content creation and optimization

Starting level and linkage with other courses

No prerequisites. Course has compulsory orientation assignment or exam that is introduced in the Course Kick Off and completing it by the given DL is mandatory for final course acceptance.

Implementation methods, demonstration and Work&Study

Depending on the implementation, learning methods include contact lessons, independent studies, project work, teamwork and online studies. Course requires independent, autonomous and experimental approach to information search and learning. The assessment of one’s own learning is an obligatory part of the course.

Recognition of prior learning (RPL)

If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show their competence via a demonstration and thus progress faster through their studies. Instructions for recognising and validating prior learning (RPL) will be given by the teacher(s) at the beginning of the course.

Assessment criteria - grade 1

The student understands the digital customer journey, He/she is aware of principles, benefits and risks of digital marketing technology and data-driven marketing. The student can independently search for information on marketing technology to support decision-making regarding the selection, goals and application of technologies. The student can produce content for various digital channels and analyze the results.

Assessment criteria - grade 3

The student understands the digital customer journey, He/she is aware of principles, benefits and risks of digital marketing technology and data-driven marketing. The student can independently search for information on marketing technology to support decision-making regarding the selection, goals and application of technologies. The student can produce content for various digital channels and analyze the results.

Assessment criteria - grade 5

The student can critically evaluate and innovate value-added concepts and methods related to the development of digital marketing for various types of business needs and market challenges. S/he can implement and develop digital marketing initiatives independently and effectively and prioritize. He /She can explain justify the strategic role of digital marketing and understands the benefits of cross-functional co-operation. S/he can proactively seek and analyse business critical information to develop content for the purpose of boosting sales and customer satisfaction. Student has project like approach to learning and stays in schedule.

Learning materials

To be announced in course Moodle. In addition, independent information search is required. Third party applications or platforms such as Google Analytics or Hubspot might be used. In this cases students must take care of registering as users of these services themselves.

Further information

This course replaces the following courses from the previous curriculum
COM4LJ012 Current Trends: Integrated Marketing Communication
JAT8LU005 Yritysviestinnän uudet ympäristöt

When the implementation type of the course is contact, online or blended it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25%, your grade will be lowered by one. If you are absent more than 50%, the course is failed.