Digital Marketing Technologies - Study guide

The student can make use of digital marketing tools, processes, platforms and approaches in various stages of digital customer journey to streamline marketing and communication processes and to improve sales and customer satisfaction in an organisation.

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

- Tools, processes, platforms and approaches in digital marketing and social interaction
- Selection and use of tools, processes, platforms, and approaches in digital marketing
- Setting objectives for digital marketing
- Digital Customer Journey
- SEO
- Content marketing

The student understands the digital customer journey principles and stages and the related methods related to digital marketing solutions in it. The student knows the main categories of digital marketing solutions and platforms 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 digital marketing solutions. The student is able to create content for different digital platforms and analyse his/her choices.

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 digital marketing 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 solutions and tools 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 optimize the use of marketing solutions and platforms to improve sales and customer satisfaction.

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. S/he can initiate and influence co-operation between different organisational functions and prioritize 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.

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

Pedagogical approach is Autonomous and Experimental Learning

"A goal-oriented and self-directed approach to learning whereby learners take responsibility for setting their own learning objectives, selecting suitable learning strategies and methods for specific purposes, and monitoring and evaluating their efforts, improvements and practical results, making use of the support of relevant learning communities and collaboration partners, both online and offline".

Participation to Zoom sessions is not mandatory, but primary support from the teacher is available during those. Active participation also has positive impact on the course evaluation

Mostly online materials provided by the teacher and the materials acquired by the students themselves.

Visitors / visit and course assignments that are strongly related to working life.

Pasila Campus

English

24.10.2022 - 16.12.2022

To be announced in the course kick off

13.06.2022 - 21.10.2022

Detailed weekly themes, as well as assignments will be announced when course Moodle opens, on 24.10 the latest. But the teaching hours as well as Zoom information is below:

Thu 27.10 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165
Course Kick Off - mandatory attendance
Thu 10.11. 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165
Thu 17.11. 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165
Thu 24.11 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165
Thu 01.12 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165
Thu 08.12 17:40 - 20:30 Zoom https://haaga-helia.zoom.us/j/62968506165

EVENING
MACOME
EXCH
ONLINE

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 recognizing and validating prior learning (RPL) will be given by the teacher(s) at the beginning of the course.

Mirka Sunimento

15 - 40

BUTEM Degree Programme in Business Technologies, ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation

5 cr

H-5