Marketing in the Digital World (4cr)

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 1 and 2 or equivalent

Exam schedules

No exam.

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 10 contact lessons, individual assignments, team work, team presentations and 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 practising lessons learnt (content creation, understanding the platform from a marketing perspective etc.).

Learning materials

Teachers will provide the material for reading. E-book selection is underway.

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 in parallel.

Completion alternatives

The course passing criteria consists of successful individual tasks and passed team work.

Practical training and working life cooperation

Co-operation with external businesses.

International connections

Some of the teams may have cases from abroad.

Further information

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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.