Curricula

Objective

The object of the course
When you complete this course, you will understand the importance of content marketing and marketing automation for a company's business in a constantly changing environment. You will learn how the goals, logic and means of responsible content marketing are an essential part of successful marketing communications. You recognize, understand and can describe the marketing automation process and its benefits for the organization. You will familiarize yourself with the key tools, make a content plan and form a vision of the implementation of marketing automation.

Course competences
Business competences: The student has a broad-based understanding of the business (marketing, services, management, finances, law, etc.).
Operating in workplace: The student utilises the opportunities offered by technology and digitalisation in their work.

The learning objectives of the course
In this course, you will learn how to utilize content marketing and marketing automation as part of a company's business. You create content that is based on the company's marketing strategy in the responsible manner. You recognize the different stages of the digital customer journey and the opportunities offered by different tools, such as artificial intelligence. You understand how data protection aspects should be considered in the use of customer data and marketing communications. At the end of the course, you will have the skills to develop and automate a company's marketing process.

Content

The key contents of the course are the importance of content strategy, the use of artificial intelligence as part of content marketing, the basics of marketing automation, marketing automation tools, the digital customer journey and the customer's online purchasing process

Qualifications

Basics of marketing, basic knowledge of digital marketing

Assessment criteria, satisfactory (1)

Sufficient 1
The student recognizes the basic concepts, theory and methods of content marketing and marketing automation. The student can define the different stages of the digital customer journey and create content for them. The student knows tools related to content production and marketing automation and partially takes data protection into account. The student implements a simple plan related to the marketing automation process. There are clear errors in reporting and inconsistent presentation of results.

Satisfactory 2
The student recognizes and can utilize the basic concepts, theory and methods of content marketing and marketing automation. The student can define the different stages of the digital customer journey and create content for them. The student knows tools related to content production and marketing automation and takes data protection into account. The student acquires background knowledge and implements a plan related to the marketing automation process. There are errors in reporting and the presentation of results is partly inconsistent.

Assessment criteria, good (3)

Good 3
The student masters content marketing and marketing automation. The student can take into account the goals derived from the company's business operations and marketing strategy and apply the information to describe the digital customer journey. The student produces content suitable for the objectives and can utilise various digital tools taking into consideration the data protection perspective. The student implements a well-reasoned marketing automation process plan. Reporting and presentation of results is clear and consistent.

Very good 4
The student masters content marketing and marketing automation as a whole and can assess the suitability of different methods for the situation. The student understands the relationships between concepts. The student makes well-founded choices in marketing automation design and content production, based on reliable data and sources. The student produces content suitable for strategic goals and can utilise various digital tools taking into consideration the data protection perspective. The student is able to develop a company's content marketing, describe the digital customer journey and create a plan for the marketing automation process. Reporting and presentation of results is consistent and error-free.

Assessment criteria, excellent (5)

Excellent 5
The student masters content marketing and marketing automation as a whole and can combine it with the company's strategy. The student evaluates results critically and justify the choices. The student makes correct strategic choices in marketing automation planning and content production, basing the vision on reliable data and critically selected sources. The student can make marketing decisions based on goals and company strategy, taking responsibility into account, especially from the perspective of data protection. The student independently produces visually impressive content suitable for the goals and target group and critically justifies the choices made. The student has excellent cooperation skills and takes responsibility for the group and his/her own learning. The student reflects critically on his/her own competence and is able to change his/her actions if necessary. Reporting and presenting results is logical, critical and error-free.