Digital Marketing Technologies COM4HM103-3002 26.10.2020-18.12.2020 5 op(MACOME, ...)+-
Mode of delivery
26.10.2020 - 18.12.2020
15.06.2020 - 30.10.2020
15 - 40
ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation
The student can make use of marketing technology solutions in various stages of digital customer journey to streamline marketing and communication processes and to improve sales and customer satisfaction in an organisation.
- Technologies in Advertising, Content Marketing, Social Interaction, and Sales
- Setting Objectives for the Use of Marketing Technologies
- Digital Customer Journey
- Selection and Use of Marketing Technology Solutions
- Benefits and Results of Marketing Technology
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.
To be announced in the implementation plan.
This course replaces the following courses from the previous curriculum
COM4LJ012 Current Trends: Integrated Marketing Communication
JAT8LU005 Yritysviestinnän uudet ympäristöt
Starting level and linkage with other courses
No prerequisites. Course has compulsory pre-assignment that needs to be submitted before the first kick off.
Assessment criteria - grade 1
The student understands the digital customer journey principles and stages and the related methods related to marketing technology solutions use and application in it. The student knows the main categories of marketing technologies and understands their business benefits. The student can independently seek information related to new marketing technologies to support decision-making concerning the objectives, selection and application of marketing technology. The student is able to create customer-centric content for different digital platforms and analyse his/her choices.
Assessment criteria - grade 3
In addition to criteria described above, the student is able to demonstrate his/her ability to operate independently as an autonomous learner towards his/her personal learning objectives. The student can evaluate concepts and methods related to making marketing technology decisions for different types of business needs and markets. Based on brand, customer and market insight, the student can plan strategic and operational objectives for the use of different marketing technology categories and deliver arguments and give evidence related to the business benefits of different solutions. S/he can create and optimize content for digital channels, making use of web analytics. S/he can set qualitative and quantitative metrics against which to optimise the use of marketing technology to improve sales and customer satisfaction.
Assessment criteria - grade 5
The student can critically evaluate and innovate value-added concepts and methods related to the development of marketing technology categories and solutions for various types of business needs and market challenges. S/he can implement and develop marketing technology solutions independently and effectively. S/he can initiate and influence co-operation between different organisational functions and prioritise actions. S/he can proactively seek and analyse business critical information to develop content for the purpose of boosting sales and customer satisfaction. He/she demonstrates excellent commitment to course responsibilities and assignments and is able to complete assignments according to the given deadlines.