Opinto-opas

Osaamistavoitteet

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

Toteutustapa ja opetusmenetelmät

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.

Ajoitus ja läsnäolo

September - December

Oppimateriaali ja suositeltava kirjallisuus

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

Toteutuksen valinnaiset suoritustavat

No alternative ways of completion.

Uusintamahdollisuudet

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

Oppimisympäristö

Campus, distance learning.

Opiskelijan ajankäyttö ja kuormitus

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.

Sisältö

- 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 search engine optimazing
- legal aspects of digital marketing (eg. GDPR)

Lisätietoja opiskelijalle: mm. edeltävä osaaminen

Basics in Marketing

Arviointimenetelmät

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

Arviointiasteikko

1-5

Arviointikriteerit: taso 1: (arviointiasteikko 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.

Arviointikriteerit: taso 3 (arviointiasteikko 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.

Arviointikriteerit: taso 5 (arviointiasteikko 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.