Study Guide

Objectives (course unit)

Student
- knows how to design a new kind of sustainable marketing and build a brand in the textile and fashion industry
- knows how to choose the most appropriate digital marketing channels based on analytics to support brand building
- knows how to use content marketing in different stages of the digital marketing and sales process

Content (course unit)

- What does modern sustainable marketing mean and how does sustainability appear in marketing planning and implementation?
- The basics of building a brand and building a sustainable brand in the textile and fashion industry
- Digital marketing terms
- Evaluation and selection of digital marketing channels suitable for brand building and achieving business goals
- Content marketing in different stages of the marketing and sales process
- Online store as a sales channel

Core questions:
- How to plan and implement responsible and sustainable marketing?
- How to build a responsible brand?
- What is meant by different terms related to digital marketing?
- How to choose the most suitable digital marketing channels for the company's marketing?
- How to implement interesting content on digital channels?
- How is online shopping implemented technically and what different opportunities does online shopping offer?

Assessment criteria, satisfactory (1-2) (course unit)

KNOWING
The student identifies the basic principles of building a brand and especially a sustainable brand and is insufficiently able to apply these in building a sustainable brand. The student knows how to plan, produce and measure simple digital content. The student has insufficient knowledge of concepts related to digital sales and marketing.
MAKING
Participates in activities and performs assigned tasks according to instructions. Gather information.
BEING
Identifies own communication skills. Can act responsibly both independently and as a team member. Can give and receive feedback. Considers own decisions both for individually and for the team.

Assessment criteria, good (3-4) (course unit)

KNOWING
The student knows the basic principles of brand building and especially a sustainable brand, and partly knows how to apply these in building a sustainable brand. The student knows how to plan, produce and measure simple digital content taking into account the target groups. The student knows the most common concepts related to digital sales and marketing.
MAKING
Acquires new information. Applies the previous knowledge. Presents justified solution options for digital marketing and brand building.
BEING
Develops own interaction skills. Can give and receive feedback actively and interactively (throughout the process). Tests the solutions he has made from the point of view of different operators.

Assessment criteria, excellent (5) (course unit)

KNOWING
The student knows the basic principles of brand building and especially a sustainable brand and knows how to apply these in building a sustainable brand excellently. The student knows how to plan, produce and measure versatile digital content successfully, taking into account the target groups. The student knows a wide range of concepts related to digital sales and marketing.
MAKING
Can bring own versatile skills to common use. Tests new operating models and tools. Creatively combines the positive sides of different solution options. Critically evaluates the effectiveness of actions.
BEING
Develops new, creative solutions. Systematically uses feedback as a tool for personal and community professional growth. Tests and evaluates solutions from the point of view of the industry as a whole, taking into account the different effects.

Assessment scale

0-5