DMCS3150 Introduction to Digital Marketing (6 op)
Kuvaus
The course offers you a holistic introduction to digital marketing by explaining its key drivers, basic concepts and principles that are needed to plan, execute, measure and analyze digital marketing operations.
Connection of Course Contents to UN Sustainable Development Goals: no 8: Achieve higher levels of economic productivity through diversification, technological upgrading and innovation
Course content:
• Definition, perspectives and frameworks of digital marketing
• Digitalization of business landscape
• Digital marketing strategy and objectives
• Digital marketing tactics: Web design, digital advertising, search engine optimization, social media marketing
• Digital analytics and digital marketing performance measurement
• Digital marketing capabilities and skills of the future
Osaamistavoitteet
After completion of the course the student is able to:
1. Define the basic concepts of digital marketing
2. Analyze the business landscape at the digital era
3. Plan and formulate digital marketing strategies
4. Select digital marketing tactics that suit the selected strategy
5. Measure and analyze digital marketing performance
Lisätietoja
We participate in the Digital Marketing Master Plan assignment where the Digital Marketing plans is divided across several taught courses:
Introduction to Digital Marketing YMAS3150
Managing Customer Relationships YMAS2160
Digital Marketing Communication YMAS3120
Digital Marketing in Action YMAS3140
Digital Interaction YCCS3110
Oppimateriaalit
Articles and other supplementary material provided by the instructor.
Kirjallisuus
- Chaffey, D., Smith, P. R. 2017. Digital marketing excellence: Planning, optimizing and integrating online marketing. 5th ed. Routledge; ISBN: 9781317276722
- haffey, D., Ellis-Chadwick, F. 2016. Digital marketing strategy, implementation and practice. 6th ed. Pearson. (Alternative book); ISBN: 1292077611
Suoritustavat
Tapa 1
Osallistuminen opetukseen (6 op)
Individual and team work
Part of assessment is also based on student's analysis of research articles and peer review feedback on these
books as listed as well as materials provided by the lecturer.