•   Digital Marketing MAR2RZ001-3016 24.10.2022-16.12.2022  5   (AVOVÄYLÄ, ...) +-
    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

    Virtual course
    Virtual lessons and quizzes related to them
    Additional assignments related to virtual lessons
    Two optional Teams meetings with the teacher

    Learning material and recommended literature

    Chaffey, Dave; Fiona Ellis-Chadwick:
    Digital Marketing, strategy implementation, and practice.

    Additional material can be found in Moodle

    Working life connections

    Assignments are related to some case company. Assignments can be done based on avaiable information without company contact.

    Campus

    Haaga Campus

    Exam dates and re-exam possibilities

    No exams.

    Teaching language

    English

    Internationality

    Digital marketing is an international phenomenon and it is studied as such.

    Timing

    24.10.2022 - 16.12.2022

    Learning assignments

    Virtual lessons and quizzes related to them. Written assignments.

    Enrollment

    13.06.2022 - 21.10.2022

    Content scheduling

    One period.

    Groups
    • AVOVÄYLÄ
    • VIRTUAL
    • EXCH
    • RZ21ST
    Alternative learning methods

    Contact the teacher.

    Teachers

    Päivi Penttilä

    Seats

    15 - 40

    Further information

    Online lessons
    Assignments

    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