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Digital Marketing (15 cr)

Code: LI00BI15-3007

General information


Enrollment

29.08.2019

Timing

02.09.2019 - 31.12.2019

Number of ECTS credits allocated

15 op

Mode of delivery

Contact teaching

Campus

Faculty of Business and Hospitality Management

Teaching languages

  • English

Degree programmes

  • Complementary competence and optional courses, Bachelors

Teachers

  • LI_Opettaja_05 Virtuaali
  • Ritva Kinnunen
  • Jonathan Bradshaw
  • Riku Nummikoski
  • Tarja Keski-Mattinen
  • Joanna Vihtonen

Teacher in charge

Milla Laisi-Wessman

Groups

  • 04EXC19KS1
  • 04EXC19KS2
  • 04Z1HIBU19S
  • 04HTO19
    , Lahti
  • 04EXC19KS3

Learning outcomes

The student is able to
- explain the role of the digital marketing strategies of successful businesses
- recognise the features of different channels/platforms related to a company's objectives
- create an effective, target-group oriented marketing plan for engaging digital customers
- apply social media as strategic and tactical tool for various marketing purposes
- design active content and marketing communication material according to an integrative marketing strategy
- utilise various analytical tools
- develop web content using basics of search engine optimisation
- appreciate the juridical aspects of digital marketing

Implementation and methods of teaching

During the course, students will design a digital marketing plan including a social media marketing campaign for a company. Students will carry out the social media marketing campaign plan for a month and analyze the results. Individual exam at the beginning of the course. Students will work in multicultural groups and the language used is English. Both contact and distance learning.

Timing and attendance

September - December

Learning material and recommended literature

Compulsory Readings:
Chaffey Dave, Smith PR, Digital Marketing Excellence, 2017. New York.
Materials given during the course.

Alternative completion methods

No alternative ways of completion.

Exam retakes

Individual exam at the beginning of the course based on teh textbook..

Learning environment

Campus, distance learning.

Student time use and work load

This course is 15 cr, Assignments and group work during the course cover 70 % of the work load. Exam covers 30 % of the work load.

Contents

- digital marketing strategies of successful businesses
- different channels/platforms related to a company's objectives
- creation of an effective, target-group oriented marketing plan for engaging digital customers
- creation of a social media marketing campaign
- active content and marketing communication material creation
- analysis of campaign results using various analytical tools
- web content creation using of search engine optimazing
- juridical aspects of digital marketing (eg. GDPR)

Additional information for students: previous knowledge etc.

Basics in Marketing.

Assessment criteria

Exam 30 %, assignments 70 %. Both parts must be passed.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student is able to apply some of the course related professional digital marketing tools.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student is able to apply some of the course related professional digital marketing tools, create a simple digital marketing plan and use some analytical tools in moderate manner.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student has good capabilities to apply most of the course related professional digital marketing tools, create a comprehensive digital marketing plan and use some analytical tools in professional manner.