•   Digital Marketing MAR2RZ001-3015 27.03.2023-19.05.2023  5   (RZ21SH, ...) +-
    Learning objectives
    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.
    Starting level and linkage with other courses
    Recommended to be studied after Marketing, Services and Sales Studies.
    Contents
    • 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
    Assessment criteria
    Assessment criteria - grade 1
    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.
    Assessment criteria - grade 3
    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.
    Assessment criteria - grade 5
    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.
    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