Curricula

Objectives

The object of the course
Having completed the 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
Proactive development
Learning to learn
Operating in a workplace

Learning outcomes
You understand the terms of digital marketing and concepts of paid, earned and owned media. You are able to plan, 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.

Time and location

100 % Contact lessons.

Learning materials and recommended literature

Chaffey.D., Ellis-Chadwick, F. 2019. Digital Marketing: Strategy, Implementation and Practice (7th Edition). Pearson Education Canada.
Lahtinen, N., Pulkka, K., Karjaluoto, H. & Mero, J. 2023. Digital marketing strategy: Create strategy, put it into practice, sell more. Cheltenham, UK: Edward Elgar Publishing.
Other materials in the learning environment (Moodle).

Teaching methods

Flipped learning: The course is divided into learning tracks/themes. Each track contains the following steps supporting students learning process.
1. Expertise lecture relating to each track/theme
2. Additional study/support material relating to the track/theme
3. Individual assignment/s
4. Group work or exam

The support during the course will be available in the following way:
1. Introduction/lecture to each track/theme
2. Support and feedback for group work and individual assignments
3. Peer reviews of the group work

Practical training and working life connections

Visiting lectures

Exam dates and retake possibilities

The teacher informs about the possible exam at the beginning of the course.

Student workload

Lectures 12 x 1h 30min, total 18 h
Individual Assignments 65h
Group work 52 h

Further information for students

Exchange students 10
The assessment of the course is based on assessment that supports and summarises learning. Peer feedback is also available.

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate 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. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

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. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Evaluation criteria, good (3-4)

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. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.

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. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Evaluation 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. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Prerequisites

Principles of Marketing