Digital Marketing Strategy and Tactics (5 cr)

Evaluation scale

0-5

Objective

Purpose of the course
On successful completion of this course, you understand the significance of digital marketing to the company and you also understand the business relevance of digital marketing channels e.g. social media. You are able to develop a digital marketing plan and create meaningful content to different digital marketing channels.

Competences
Entrepreneurship, innovation and working community competence
Internationalisation and communications competence
Business Competence
Responsibility Competence

Learning outcomes
You understand the terms of digital marketing and concepts of paid, earned and owned media and are are able to analyze and develop the business and services making use of various tactical level digital tools and social media.

You understand the importance of digital marketing in strategic marketing planning and development.

You understand the online customer behavior and is able to guide the organization or the company's products and services, marketing activities in the digital environment, the changing needs and demands.

Content

You gain a broad knowledge and skills base incl. digital sales funnel with inbound, leads, conversions, CPI, CPC, affiliate marketing, display advertising, search engine marketing - and optimization, social media and online direct marketing, as well as content marketing.

Materials

Chaffey.D., Ellis-Chadwick, F. 2015. Digital Marketing: Strategy, Implementation and Practice (5th Edition). Pearson Education Canada.
Merisavo, M., Vesanen, J., Raulas, M., Virtanen, V. 2006. Digitaalinen markkinointi. Talentum.

Teaching methods

Contact lessons and virtual learning

Completion alternatives

Contact lessons and virtual learning

Student workload

Individual work 65h Video and contact lessons 20h Group work 50h

Assessment criteria, satisfactory (1)

poor 1
You know the basic terms of digital marketing. You are able to identify and evaluate the needs and challenges of different customers and customer groups in digital marketing environment. You know how by planning digital marketing a company can create marketing actions that support a company’s business goals and how digital marketing can be leveraged in marketing decision making. You understand the role of digital marketing in developing the changing needs of an organization.

satisfactory 2
You know the basic terms of digital marketing. You are able to identify and evaluate the needs and challenges of different customers and customer groups in digital marketing environment. You know how by planning digital marketing a company can create marketing actions that support a company’s business goals and how digital marketing can be leveraged in marketing decision making. You are able to independently analyze a company or organization of digital marketing communications. You are able to produce digital marketing campaigns for different target groups.

Assessment criteria, good (3)

good 3
You know the basic terms of digital marketing. You are able to identify and evaluate the needs and challenges of different customers and customer groups in digital marketing environment. You know how by planning digital marketing a company can create marketing actions that support a company’s business goals and how digital marketing can be leveraged in marketing decision making. You are able to develop the company's digital marketing. You are able to critically assess the development needs, as well as posts for improvements to make the working environment and also in an international context.

very good 4
You know the basic terms of digital marketing. You are able to identify and evaluate the needs and challenges of different customers and customer groups in digital marketing environment. You know how by planning digital marketing a company can create marketing actions that support a company’s business goals and how digital marketing can be leveraged in marketing decision making. You are able to critically analyze and develop marketing in the digital environment. You are able to control the marketing of digital channels as a whole. You show mastery to develop the company's marketing strategy for digital channels.

Assessment criteria, excellent (5)

excellent 5
You know the basic terms of digital marketing. You are able to identify and evaluate the needs and challenges of different customers and customer groups in digital marketing environment. You know how by planning digital marketing a company can create marketing actions that support a company’s business goals and how digital marketing can be leveraged in marketing decision making.You are able to develop the digital marketing channels and develop new audiences, products, or services. You demonstrate mastery of digital marketing strategic engagement in such a way that development work can be shown evidence of analysis tools in measuring the organization's expansion of the business and development.

Qualifications

Principles of marketing

Further information

Exchange students 10