Marketing in the Digital WorldLaajuus (4 cr)
Code: 3B00DW59
Credits
4 op
Objectives
A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.
The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.
After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop
Content
What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?
Prerequisites
Introduction to Marketing or equivalent
Assessment criteria, satisfactory (1-2)
The student has introductory knowledge of digital marketing practices but lacks an active role in creating and publishing content for the purpose. In a team his/her role is merely passive and he/she requires help from others to cope with his/her own tasks.
Assessment criteria, good (3-4)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning as well as support other team members. He/she is an active contributor to the team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria, excellent (5)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage existing customers and attract new ones.
Further information
-
Enrolment period
06.02.2024 - 06.03.2024
Timing
04.03.2024 - 24.04.2024
Credits
4 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Sean Morga
- Salman Saleem
Person in charge
Salman Saleem
Groups
-
24KVHN1KInternational Business Exchange Student Group Spring 2024
-
22IB
Objectives (course unit)
A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.
The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.
After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop
Content (course unit)
What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?
Prerequisites (course unit)
Introduction to Marketing or equivalent
Further information (course unit)
-
Assessment criteria, satisfactory (1-2) (course unit)
The student has introductory knowledge of digital marketing practices but lacks an active role in creating and publishing content for the purpose. In a team his/her role is merely passive and he/she requires help from others to cope with his/her own tasks.
Assessment criteria, good (3-4) (course unit)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning as well as support other team members. He/she is an active contributor to the team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria, excellent (5) (course unit)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage existing customers and attract new ones.
Location and time
Lessons according to the Pakki schedule
Exam schedules
N/A
Assessment scale
0-5
Teaching methods
The course will consist of live lessons on campus, individual assignments, team work, team presentations and an internal Instagram project. Teams will work on practical cases provided by external businesses in the areas of social media marketing plans and strategies, website assistance, etc. Internal Instagram project will serve as a tool to practce lessons learned (content creation, understanding the platform from a marketing perspective etc.).
- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research
Learning materials
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Student workload
The course will be intensive and carried out in one and half months calendar time. Students should be prepared for even load throughout the course.
Content scheduling
Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Completion alternatives
N/A
Practical training and working life cooperation
Cooperation with external businesses
International connections
Some of the teams may have cases from abroad.
Further information
N/A
Enrolment period
05.01.2023 - 05.03.2023
Timing
08.03.2023 - 27.04.2023
Credits
4 op
Mode of delivery
Contact teaching
Unit
International Business
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Sean Morga
- Salman Saleem
Person in charge
Salman Saleem
Groups
-
23KVHN1KExchange Students International Business S2023
-
21IB
Objectives (course unit)
A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.
The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.
After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop
Content (course unit)
What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?
Prerequisites (course unit)
Introduction to Marketing or equivalent
Further information (course unit)
-
Assessment criteria, satisfactory (1-2) (course unit)
The student has introductory knowledge of digital marketing practices but lacks an active role in creating and publishing content for the purpose. In a team his/her role is merely passive and he/she requires help from others to cope with his/her own tasks.
Assessment criteria, good (3-4) (course unit)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning as well as support other team members. He/she is an active contributor to the team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria, excellent (5) (course unit)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage existing customers and attract new ones.
Location and time
Lessons according to the Pakki schedule
Exam schedules
N/A
Assessment methods and criteria
The course passing criteria consists of successful individual tasks and passed team work.
Assessment scale
0-5
Teaching methods
The course will consist of live lessons on campus, individual assignments, team work, team presentations and an internal Instagram project. Teams will work on practical cases provided by external businesses in the areas of social media marketing plans and strategies, website assistance, etc. Internal Instagram project will serve as a tool to practce lessons learned (content creation, understanding the platform from a marketing perspective etc.).
- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research
Learning materials
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Student workload
The course will be intensive and carried out in one and half months calendar time. Students should be prepared for even load throughout the course.
Content scheduling
Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Completion alternatives
N/A
Practical training and working life cooperation
Cooperation with external businesses
International connections
Some of the teams may have cases from abroad.
Further information
N/A
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student fails to pass most of the individual assignments and participates in team more as a follower than as an active contributor.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
The student has introductory knowledge of digital marketing practices, but lacks still active own role in creating and publishing content for the purpose. In a team his/her role is still merely passive and he/she requires help from others to cope with own tasks
Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning and even support other team members. He/she is an active contributor in team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed, too. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage customers and to get new customers.
Enrolment period
24.11.2021 - 09.03.2022
Timing
08.03.2022 - 12.04.2022
Credits
4 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Sean Morga
Person in charge
Sean Morga
Groups
-
20IB
-
22KVHN1Exchange Students International Business 2022 Spring
Objectives (course unit)
A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.
The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.
After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop
Content (course unit)
What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?
Prerequisites (course unit)
Introduction to Marketing or equivalent
Further information (course unit)
-
Assessment criteria, satisfactory (1-2) (course unit)
The student has introductory knowledge of digital marketing practices but lacks an active role in creating and publishing content for the purpose. In a team his/her role is merely passive and he/she requires help from others to cope with his/her own tasks.
Assessment criteria, good (3-4) (course unit)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning as well as support other team members. He/she is an active contributor to the team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria, excellent (5) (course unit)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage existing customers and attract new ones.
Location and time
Lessons according to the Pakki schedule
Exam schedules
N/A
Assessment methods and criteria
The course passing criteria consists of successful individual tasks and passed team work.
Assessment scale
0-5
Teaching methods
The course will consist of live lessons on campus, individual assignments, team work, team presentations and an internal Instagram project. Teams will work on practical cases provided by external businesses in the areas of social media marketing plans and strategies, website assistance, etc. Internal Instagram project will serve as a tool to practce lessons learned (content creation, understanding the platform from a marketing perspective etc.).
Learning materials
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Student workload
The course will be intensive and carried out in one and half months calendar time. Students should be prepared for even load throughout the course.
Content scheduling
Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Completion alternatives
N/A
Practical training and working life cooperation
Cooperation with external businesses
International connections
Some of the teams may have cases from abroad.
Further information
N/A
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student fails to pass most of the individual assignments and participates in team more as a follower than as an active contributor.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
The student has introductory knowledge of digital marketing practices, but lacks still active own role in creating and publishing content for the purpose. In a team his/her role is still merely passive and he/she requires help from others to cope with own tasks
Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning and even support other team members. He/she is an active contributor in team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed, too. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage customers and to get new customers.
Enrolment period
24.11.2021 - 09.03.2022
Timing
07.03.2022 - 12.04.2022
Credits
4 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Sean Morga
Person in charge
Sean Morga
Groups
-
20IB
-
22KVHN1Exchange Students International Business 2022 Spring
Objectives (course unit)
A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.
The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.
After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop
Content (course unit)
What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?
Prerequisites (course unit)
Introduction to Marketing or equivalent
Further information (course unit)
-
Assessment criteria, satisfactory (1-2) (course unit)
The student has introductory knowledge of digital marketing practices but lacks an active role in creating and publishing content for the purpose. In a team his/her role is merely passive and he/she requires help from others to cope with his/her own tasks.
Assessment criteria, good (3-4) (course unit)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning as well as support other team members. He/she is an active contributor to the team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria, excellent (5) (course unit)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage existing customers and attract new ones.
Location and time
Lessons according to the Pakki schedule
Exam schedules
N/A
Assessment methods and criteria
The course passing criteria consists of successful individual tasks and passed team work.
Assessment scale
0-5
Teaching methods
The course will consist of live lessons on campus, individual assignments, team work, team presentations and an internal Instagram project. Teams will work on practical cases provided by external businesses in the areas of social media marketing plans and strategies, website assistance, etc. Internal Instagram project will serve as a tool to practce lessons learned (content creation, understanding the platform from a marketing perspective etc.).
Learning materials
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Student workload
The course will be intensive and carried out in one and half months calendar time. Students should be prepared for even load throughout the course.
Content scheduling
Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Completion alternatives
N/A
Practical training and working life cooperation
Cooperation with external businesses
International connections
Some of the teams may have cases from abroad.
Further information
N/A
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student fails to pass most of the individual assignments and participates in team more as a follower than as an active contributor.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
The student has introductory knowledge of digital marketing practices, but lacks still active own role in creating and publishing content for the purpose. In a team his/her role is still merely passive and he/she requires help from others to cope with own tasks
Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)
The student has basic knowledge of digital marketing and is able to independently take responsibility of his/her own learning and even support other team members. He/she is an active contributor in team, is able to understand and use social media channels for digital marketing and can provide good digital content to engage customers.
Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)
The student has advanced knowledge of digital marketing tools, is independent, takes full responsibility of his/her own learning and helps other team members to succeed, too. He/she understands well the dynamics of social media channels in marketing and is able to create attractive digital content to engage customers and to get new customers.