Digital Marketing Technologies - Opinto-opas

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

Participation to Zooms is not mandatory, but based on course feedback highly encouraged and beneficial!

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

Course follows the the customer journey approach and themes where there the structure is as follows
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 topis

and so on..

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 :)

Pasila Campus

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

English

International by default.

21.08.2023 - 15.12.2023

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 ChatGBT in Marketing

12.06.2023 - 18.08.2023

06.09. 17:40 - 20:30 Zoom

13.09. Inpedendent study / testing / experimenting

20.09. 17:40 - 20:30 Zoom

27.09. Inpedendent study / testing / experimenting

04.10. 17:40 - 20:30 Zoom

11.10. Guest Lecture Mira Mäntyranta, Head of Analytics @Nordic Morning 17:40 - 20:30 arranged as a hybrid event in both Pasila 6205 and in Zoom

INTENSIVE WEEK

26.10. 17:40 - 20:30 ZoomV

02.11. Inpedendent study / testing / experimenting

09.11. 17:40 - 20:30 Zoom

16.11. Inpedendent study / testing / experimenting

23.11. 17:40 - 20:30 Zoom

30.11 17:40 - 20:30 Zoom

06.12 FINNISH INDEPENDENCE DAY

13.12. Inpedendent study / testing / experimenting

EVENING
MACOME
EXCH
ONLINE

Mirka Sunimento

31 - 60

BUTEM Degree Programme in Business Technologies, 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

H-5