Channels of Digital Marketing Communication (5 cr)

Evaluation scale

0-5

Content scheduling

During the course, students will complete 1–4 smaller individual assignments related to the themes of the in-person sessions, as well as one more extensive written assignment in which the student will create a marketing plan.

Objective

The object of the course
After completing this course, you will understand the importance of digital marketing communication as part of a company's marketing strategy. You will learn how to make media choices and utilize key tools. You will learn to consider the changes in responsibility and consumer behaviour for marketing communications, especially in the digital environment and channels such as social media. You understand the importance of measurement and analysis as part of the continuous development of marketing communications.

Course competence
Business competence:The student knows the central theories related to this specialisation option. The student possess at least an advanced beginner’s skills in the practical tasks of the specialisation option.
Operating in a workplace: Student utilises the opportunities offered by technology and digitalisation in their work.

The learning objectives of the course
In this course of study, you will learn the importance of consistent and distinctive digital marketing communication in a company's business from a theoretical and practical perspective. You understand the importance of responsibility and the requirements of the changing operating environment for marketing communications. You can analyse, plan and implement marketing communications in digital environment and make a data-based marketing plan. You know what are the essential tools and channels of digital marketing communication.

Content

The key themes of the course are digital marketing communication and channels as part of a company's marketing strategy, the significance of digital marketing communications in a company's business, communication models and changes in consumer behaviour, digital marketing communication tools and channels (social media, web-services), media planning, and measurement and analysis as part of continuous development.

Location and time

Contact lessons 25.8. – 19.12.2025

Materials

Komulainen, M. (2023). Menesty digimarkkinoinnilla: 2.0 (3., uudistettu painos.). Kauppakamari. (Available as an e-book via Jamk Library)

Charlesworth, A. (2022). Digital Marketing: A Practical Approach (4th edition). London: Routledge. (Available as an e-book via Jamk Library)

Other materials (blogs, videos, podcasts, statistics and researchs raports) are available via Moodle.

Teaching methods

Independent study of the theories and concepts of the subject area
Classroom lectures
Expert lectures
Individual assignments that are completed throughout the duration of the course

Employer connections

Worklife cases during lectures.

Exam schedules

The learning assignments during the course will be completed in accordance with the timetable given at the beginning of the course.

Completion alternatives

Accreditation (replacement and inclusion).

Recognition of prior learning and experience acquired in other ways.

More detailed instructions can be found from the Degree Regulations and the Study Guide.

Student workload

The student's time allocation during the course (135 h) is as follows:

Contact lectures 18 h
Orientation 5 h
Independent studying 20 h
Exercises 92 h

Assessment criteria, satisfactory (1)

Sufficient 1
The student recognizes the key concepts and methods of digital marketing communication and is able to choose the digital channels. The student understands the significance of the changing environment and responsibility for digital marketing communications and organizational media choices. The student finds simple solutions for the needs of a company's digital marketing communications and is able to partially utilize data to support decision-making. Skills related to digital marketing communications tools are at a basic level. There are clear errors in reporting and inconsistent presentation of results.

Satisfactory 2
The student recognizes the theory, key concepts and methods of digital marketing communication and is able to choose the digital channels. The student considers the changing environment and responsibility for digital marketing communications and organizational media choices. The student can solve the basic needs of a company's digital marketing communications based on data and identify how to utilize marketing communication tools. The can reflect on his/her own competence.There are errors in reporting and the presentation of results is partly inconsistent

Assessment criteria, good (3)

Good 3
The student can evaluate and utilise the key theories and concepts of digital marketing communication and is able to choose the right digital channels. The students combine information from different sources and analyse and compare results when solving challenges related to digital marketing communications and media choices. The student utilizes the tools successfully in his/her own work and recognizes the significance of the media plan for the organization. The student makes data-based decisions on a general level and takes responsibility and the changing operating environment into account. The student takes responsibility for his/her own and the group's development and can reflect on his/her own competence. Reporting and presentation of results is clear and consistent.

Very good 4
The student evaluates and utilises critically the key theories and concepts of digital marketing communication, considering responsibility and the changing environment. The student is able to choose the right digital channel based on the goals. The student makes critical use of information from different sources and can develop the company's digital marketing communications in a goal-oriented manner. The student bases the media choices on data and critically evaluates the result. The student utilizes the digital marketing tools and digital channels successfully in his/her own work and can produce a media plan based on data analysis. The student takes responsibility for his/her own and the group's development and can reflect on his/her own competence. Reporting and presentation of results is consistent and correct

Assessment criteria, excellent (5)

Excellent 5
The student interprets critically relevant theories, concepts, studies, methods and principles of digital marketing communication and is able to synthesize what they have learned. The student is able to choose the right digital channel based on the goals. The student can develop a company's digital marketing communications in a goal-oriented manner, considering the changes in the operating environment and aspects of responsibility. The tool and media choices made by the student are based on data, critically made, and excellently justified. The student applies the digital marketing tools excellently in his/her own work and can produce a well-founded media plan. 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 can change his/her actions if necessary. Reporting and presenting results is logical, critical and error-free.

Further information

The course assessment methods include:

Assessment of competence in individual exercises
Self evaluation