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Digital Marketing

Digital Marketing

Code: MAR2RZ001
Extent: 5 ECTS
Timing: 2nd academic year
Language: English
Level: Professional studies
Type: Compulsory

Learning objectives
On successful completion of this course, the student understands the significance of the Internet and electronic commerce to the industry and also understands the business relevance of electronic communication channels e.g. social media. S/he applies the marketing information system for developing digital marketing plan, in which s/he evaluates and uses information technology in customer relationships as well as electronic means of marketing and commerce. S/he also identifies and evaluates emerging technologies and digital innovations.

Contents

•    Digital business as an phenomenon & use and role of social networks in marketing
•    Pros and cons as well as requirements of digital marketing activities
•    Different platforms and channels and their roles in online marketing
•    Customer relationships (CRM), customer intelligence (CI) and  customer experience (CX) online
•    Planning the online marketing efforts

Starting level and linkage with other courses
Recommended to be studied after Marketing, Services and Sales Studies.

Assessment
The course is evaluated on a scale excellent (5), very good (4), good (3), satisfactory (2), fair (1), fail (0). The assessment criteria is presented on a scale 1 - 3 - 5.

Grade 1
The student knows the basics of digital marketing, its challenges and possibilities. Student can identify some trends consumer behavior online and has a clue how to study these. S/he knows some of the differences between social media channels and can name some online marketing tactics, strategies and actions.

Grade 3
The student understands the basics of digital marketing from different perspectives. S/he can identify major trends and aspects in consumer behavior online. S/he knows the pros and cons of various online channels and can analyze case company’s online presence quite well. Marketing strategies, tactics and actions are familiar to her/him.

Grade 5
The student understands the different aspects of digital marketing The student can identify and analyze major trends in consumer behavior and social media. S/he knows the pros and cons of various social media channels and can analyze case company’s social media presence in detail. Marketing strategies, tactics and actions are well discussed in the plan, backed up with a range of concrete examples from business life. The report includes a description of online performance measurement and monitoring tools.

Working life connections
A case company is required for plan and it is recommended that students contact their own case companies before course start.

Internationality
Digital marketing is an international phenomenon and it is studied as such.

Learning methods
Online implementation

Assessing one´s own learning is a compulsory part of the course.

Teacher responsible
Jussi Mertanen, Haaga