Digital Marketing Technologies (5 cr)

Evaluation scale

H-5

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.

Materials

Will be shared in course Moodle.

Teaching methods and instruction

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 :)

Working life connections

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

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 AI in Marketing