Channels of Digital Marketing Communication (5cr)

Evaluation scale

0-5

Content scheduling

The course includes interactive lectures, learning assignments scheduled for the entire course, and workshops related to themes.

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

The course will be conducted online from January 12, 2026 to May 20, 2026. Exact dates will be announced in the schedule.

Materials

Fill, C. & Turnbull, S. (2019). Marketing communications: Touchpoints, sharing and disruption (Eighth edition.). Harlow, England: Pearson.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (Seventh edition.). Pearson Education.

Charlesworth, A. (2022). Digital Marketing: A Practical Approach (4th edition). London: Routledge.
Wrigley, C. & Straker, K. (2018). Affected: Emotionally engaging customers in the digital age. Milton, Qld: John Wiley & Sons Australia, Ltd.

Teaching methods

The course proceeds according to themes. The themes support the learning process and each theme includes the following steps:
1. Independent study of the subject and the personal learning assignments.
2. Letures related to the theme.
3. Lecture assignments.
4. Workshops as part of group work

The materials and forms of learning assignments vary (text, image, video).

Group work contains all the themes of the course.

The course will be conducted in an online learning environment, through webinars and workshops. Attendance is mandatory for some of the contact sessions.

The attendance of students will be checked three weeks after the start of implementation. The student must attend the introductory lecture and complete a preliminary assignment to continue the course.

Employer connections

Visiting lectures and group work

Student workload

The student's time allocation during the course (135 h) is as follows:
Lectures 14 x 1,5 h
Group work 52 h
Independent Learning Assignments 62 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 grade for the course is based on the learning assignments and group work. The grade may be affected by participation in mandatory lectures.

Assessment of own competence, peer assesment and teacher feedback on learning assignments.