Digital Marketing - MAR2RZ001 - Opinto-opas

Digital Marketing, 5 cr - MAR2RZ001

Upcoming implementations

Digital Marketing MAR2RZ001-3024 17.02.2025-09.05.2025 5 op (VIRTUAL, ...) +-
Campus

Athens

Teaching language

English

Timing

17.02.2025 - 09.05.2025

Enrollment

08.03.2024 - 08.03.2024
Groups
- VIRTUAL
- INSTRUCTED
- LEMONDE23S1
Teachers

Sonja Haaksluoto

Seats

15 - 20

Degree Programme

22HOTEM Degree Programme in Hospitality, Tourism and Experience Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Current implementations

Digital Marketing MAR2RZ001-3023 26.02.2024-26.04.2024 5 op (VIRTUAL, ...) +-
Campus

Athens

Teaching language

English

Timing

26.02.2024 - 26.04.2024

Enrollment

01.03.2023 - 01.03.2023
Groups
- VIRTUAL
- INSTRUCTED
- LEMONDE22S1
Teachers

Sonja Haaksluoto

Seats

15 - 20

Degree Programme

22HOTEM Degree Programme in Hospitality, Tourism and Experience Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Past implementations

Digital Marketing MAR2RZ001-3015 27.03.2023-19.05.2023 5 op (RZ21SH, ...) +-
Teaching methods and instruction

This online material consists of two parts.
First is a section of two quick orientation assignments and seven lessons, each one of them containing sub-lessons, topics and the most important terminology of the digital marketing field. You can proceed through the lessons to the next lesson. There are quizzes which you must complete successfully in order to proceed to the next module. The minimum requirement to pass the course with the lowest grade is to complete this first part.
You can decide at what level you are aiming. You will write a marketing plan for a company you choose based on the lessons. The learning objective is to apply the learned concepts.
You have two options to discuss with the teacher if you have any questions. The times for online chat and Skype are given on Moodle. They are during the first weeks of the course. You will get online feedback for your written assignment.

Learning material and recommended literature

Materials and online lessons on Moodle. The main book is:
Chaffey, Dave; Fiona Ellis-Chadwick:
Digital Marketing, strategy implementation and practice.
Published 2019-01
ISBN:9781292241586
Published by: PEARSON EDUCATION LIMITED.
Printed or e-book: PDF – Adobe DRM

Working life connections

Students will compile a digital marketing plan for a company they choose, either a company they know or a company of which they can easily find information online. Contacts to the company are not necessary. All the key concepts and areas discussed during the course can be applied directly to working life.

Campus

Haaga Campus

Exam dates and re-exam possibilities

Exams are online based quizzes that can be completed according to the student´s own schedule. However to obtain good results certain recommendations are given when they should be completed in order to be able to finish the written assignment as well.

Teaching language

English

Internationality

International materials are being used, and the whole course is in English.

Timing

27.03.2023 - 19.05.2023

Learning assignments

Online lessons, essays, quizzes and a final digital marketing plan where the learned key concepts are applied.

Enrollment

02.01.2023 - 24.03.2023
Groups
- RZ21SH
- MALTA2023K
- VIRTUAL
- EXCH
Alternative learning methods

The student can choose the level at which he/she is aiming. The assessment criteria explains the different requirements for different levels. By completing only the online lessons and quizzes the maximum grade is 2. By completing also the written assignments grades 3-5 can be obtained.

Assessment criteria

Feedback will be given throughout the course. The students are also given opportunities to discuss directly online with the teacher.

Teachers

Jussi Mertanen

Seats

15 - 60

Further information

Scale 0-5.

Degree Programme

HOTEM Degree Programme in Hospitality, Tourism and Experience Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

On successful completion of this course, the student understands the significance of the Internet and electronic commerce to the industry and also understands the business relevance of electronic communication channels e.g. social media. S/he applies the marketing information system for developing digital marketing plan, in which s/he evaluates and uses information technology in customer relationships as well as electronic means of marketing and commerce. S/he also identifies and evaluates emerging technologies and digital innovations.

• Digital business as an phenomenon & use and role of social networks in marketing
• Pros and cons as well as requirements of digital marketing activities
• Different platforms and channels and their roles in online marketing
• Customer relationships (CRM), customer intelligence (CI) and customer experience (CX) online
• Planning the online marketing efforts

Online implementation
Assessing one´s own learning is a compulsory part of the course.

Recommended to be studied after Marketing, Services and Sales Studies.

The student knows the basics of digital marketing, its challenges and possibilities. Student can identify some trends consumer behavior online and has a clue how to study these. S/he knows some of the differences between social media channels and can name some online marketing tactics, strategies and actions.

The student understands the basics of digital marketing from different perspectives. S/he can identify major trends and aspects in consumer behavior online. S/he knows the pros and cons of various online channels and can analyze case company’s online presence quite well. Marketing strategies, tactics and actions are familiar to her/him.

The student understands the different aspects of digital marketing The student can identify and analyze major trends in consumer behavior and social media. S/he knows the pros and cons of various social media channels and can analyze case company’s social media presence in detail. Marketing strategies, tactics and actions are well discussed in the plan, backed up with a range of concrete examples from business life. The report includes a description of online performance measurement and monitoring tools.