Digital Marketing Technologies - Study guide

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.

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.

- 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

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.

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

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.

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

As was introduced by Haaga-Helia management in spring 2024, the new attendance policy has been made effective autumn 2025 onwards;
https://www.haaga-helia.fi/en/current/news/haaga-helia-continues-offer-flexible-studies-updated-145

This means that:

Being absent more than 25 % of the scheduled lessons might reduce the course grade by 20 %
An absence of more than 50 % leads to disqualification (in this course if absent from 5 or more evenings)

Pedagogical approach in this course is Autonomous and Experimental Learning - and we follow "iterative and agile" way of working :)

A) First A lecture to the topic and introduction of related assignment(s)
B) “Independent study and testing"” where students get familiar with the topic and materials, look for information, engage with each other on the discussion forum and do some content creation / testing / analysis.
C) Analysis and discussion together before moving into the next topic

Note! As this course very much follows the iterative process of planning, ideation, testing, measurement, evaluation and development it is encouraged to identify a real life "test lab" and objective for the course assignments.

This could be, for example related to your own personal brand, company employee advocacy, improvement of customer engagement etc. It is not mandatory, and there are options for assignments that don't require testing but from the learning perspective testing something for real is ideal :)

Hanna Rajalahti

Will be shared in course Moodle.

Real life cases analysed in each module and students may do the experiments for their own employer / chosen organisation. Guest Lecturer.

Pasila Campus

No re-takes as the evaluation is mostly based small tests and experiments done during the course.

English

International by default.

19.08.2024 - 13.12.2024

The main assignments of this autonomous-learning and iterative course are 10 % Exam (motivational orientation assignment) 10 % Online certificate (Hubspot or similar) 60 % Small experiments and tests and weekly Moodle activity & Zoom participation 20 % Reflective essay on own learning with at least one peer-reviewed article used OR presentation about using AI in Marketing

03.06.2024 - 16.08.2024

EVENING
3AMK
MACOME
EXCH
ONLINE

Mirka Sunimento

31 - 60

ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation, HOSBUM Degree Programme in Tourism and Hospitality Business

0.00 cr

5.00 cr

H-5