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
- apply social media as strategic and tactical tool for various marketing purposes
- appreciate the juridical aspects of digital marketing

Toteutustapa ja opetusmenetelmät

Individual exam at the beginning of the course.
Exam book: Chaffey D., Smith PR., 2017. Digital Marketing Excellence, Planning, Optimizing and Integrating Online marketing. Chapter 1: Introduction to Digital marketing p. 44 - 49 and chapter 10: Digital marketing Plan p. 555 - 626.

During the course, students will analyze a company's situation and suggest strategic decisions for a digital marketing campaign for a company. Students will work in multicultural groups and the language used is English. Written report on situation analysis, objectives and strategy,

Both contact and distance learning

Law part - This will consist of two classroom lectures on distance selling and GDPR and then an assignment based upon the lecture material. No extra reading required.

Ajoitus ja läsnäolo

Law part - The lectures are voluntary but highly recommended. The assignment is compulsory.

Oppimateriaali ja suositeltava kirjallisuus

Law part - all material covered in the lectures, no further reading required.

Sisältö

Key content areas cover:
- Introduction to digital marketing: strategies, tools and martech
- Digital marketing situation analysis, objectives and strategies
- Content creation, brand and social media marketing
- Legal aspects of digital marketing (eg. GDPR)

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.

Law part - student able to identify basic concepts of distance selling and GDPR.

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.

Law part - student able to identify and understand basic concepts of distance selling and GDPR.

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.

Law part - student able to identify, understand and critically evaluate complicated concepts of distance selling and GDPR.