Digital Marketing Technologies (5 cr)

Evaluation scale

H-5

Schedule

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

Implementation methods, demonstration and Work&Study

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

Intro

Digital marketing landscape is changing at a record pace. New technologies emerge and global trends like artificial intelligence and data protection legislation provide endless opportunities and challenges to companies of all sizes. Unlike in the past, when all one had to do was to create a plan and follow it, digital marketers today have to engage in a continuous process of planning, ideation, testing, measurement, evaluation and development. This digital marketing technology course offers the basics and an up-to-date overview of digital marketing processes and tools and, above all, a new way of thinking where results come from agile and iterative experiments and testing.

Teaching methods and instruction

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 :)

Exam dates and re-exam possibilities

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

Internationality

International by default.

Learning assignments

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