Digital Marketing Technologies COM4HM103-3002 26.10.2020-18.12.2020 5 (MACOME, ...)+-
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.
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.
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
Assessment criteria
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
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.
Further information
This course replaces the following courses from the previous curriculum
COM4LJ012 Current Trends: Integrated Marketing Communication
JAT8LU005 Yritysviestinnän uudet ympäristöt
Campus
Pasila Campus
Teaching language
English
Timing
26.10.2020 - 18.12.2020
Enrollment
15.06.2020 - 30.10.2020
Groups
MACOME
EXCH
Teachers
Mirka Sunimento
Seats
15 - 40
Degree Programme
ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation