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 for various platforms

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

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.This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

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

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.

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

In addition to the criteria in grade 1, the student can demonstrate self-directive approach towards his /her own learning goals. He / she knows how to evaluate the objectives and use of marketing technology solutions in strategic decision-making in different market situations and operative environments. Based on brand, customer or market insights, the student can set goals for utilizing data. He / she knows how to produce / develop content to digital channels in a goal-oriented and analytical way. He / she knows how to set qualitative and quantitative measures

Assessment criteria - grade 5

The student can critically evaluate and innovate value-adding 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 and 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.

Further information

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